Holland mark’s new shoEs

Holland Mark Advertising has begun its relaunch of the newly renamed Earth Footwear brand with a print effort tagged “There’s nothing like it.”

Ads have started to roll out in trade publications, and a consumer launch is set for June. But potential customers shouldn’t expect to see the footwear in paid media any time soon.

“Ads will not show the shoe initially,” said Marty McDonald, vice president and creative director at Boston’s Holland Mark. “It’s a different kind of shoe and we wanted to do a concept that reflected that.”

One print execution headlined “You don’t see shoes like this every day,” features a TV news reporter and camera operator on an assignment, with the latter focusing literally and figuratively on Earth Footwear. The shoes, however, are kept just out of view.

Boston’s Hill, Holliday, Connors, Cosmopulos popularized similar tactics a decade ago in ads for the Nissan Infiniti that touted style and comfort but at first did not show the car.