N.W. Ayer Ads for Wolverine Give Real Workers the Boots

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. Boots and Shoes Since 1883.”
The new creative “is an evolution of what we’ve done before that we think gets closer to the end user, while continuing to stress the core values of the brand,” said Bill Kiss, Ayer account supervisor.
The media schedule includes a heavy cable buy on ESPN, ESPN2 and USA Network. Print ads will run primarily in Sports Illustrated.
Rockford, Mich.-based Wolverine spent $4.2 million on work boot advertising in 1996, according to Competitive Media Reporting.