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CHICAGO-N.W. Ayer & Partners gets real and gritty in a new campaign for Wolverwine World Wide’s work boot line beginning this week.
TV spots and single and spread print ads profile real people, such as welder Leroy Raleigh and ironworker Ed Gunning, and their trust in the quality of their Wolverine boots. Concrete worker Chrys Goss appears in a spot and print ad touting work boots for women.
The 3-year-old “Work like hell. Feel like heaven” theme is woven into print copy, but isn’t used in TV executions, which instead open and close with the superimposed tag, “Wolverine.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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