An Effort To Defy Gravity

Easy Spirit To Bow Playful Print Ads From Toth
NEW YORK–Hoping to move beyond the memorable “looks like a pump, feels like a sneaker” jingle, Easy Spirit is planning to funnel most of a $3-5 million fourth-quarter advertising budget into a print campaign that promotes its “anti-gravity system” technology to women age 35-45.
In its first work for the footwear brand, Toth Design & Advertising in Concord, Mass., has fashioned four double-page spreads that portray a playful defiance of gravity.
The left-hand page of each execution features age 35-plus models Carre Otis or Cordulla jumping and tossing apples, while Easy Spirit loafers, pumps and sneakers are shown on the right.