Saatchi’s New Toehold

Shop Wins Shoe Retailer’s Super Bowl Task
NEW YORK–Saatchi & Saatchi Business Communications has landed a high-profile assignment from footwear chain Just For Feet that could spell the end of the client’s agency search.
The $100 million Saatchi office in Rochester, N.Y., will create three spots for the Birmingham, Ala.-based retailer. A teaser will air during the National Football League’s NFC Championship Game in December, followed by a 30-second spot during the Super Bowl and another ad by February.
The $6 million assignment comes amid an agency search that has also included various offices of TBWA/Chiat/Day, Foote, Cone & Belding and DDB Needham. Sources speculated that the task will likely position Saatchi to receive the entire $25 million account.
The spots will feature an energetic icon in an outdoor setting. The positioning, “Call us crazy but we’re just crazy about feet,” is intended to capture the pulse of the client’s superstores, which offer walls of sneakers, popcorn, video screens and basketball courts, all staffed by workers with headsets. “It kind of encapsulates the experience,” said Ann Hayden, the agency’s chief executive officer.
In the past, Just For Feet advertised regionally via Rogers Advertising, also in Birmingham. Spots focused on product and price, with the line, “Where the 13th pair is free.” The company now wants to compete with the likes of Foot Locker, and needs a national image effort.
“Just For Feet doesn’t just offer a great deal. We have a number of other attractions that make it a fun place,” founder Harold Ruttenberg said.