Client Brief

Product:

Dr. Martens (boots)

Target audience:

• Women and Men
•  Ages 18-30
• People considered “artsy”: Whether if they are students, freelancers, or have an everyday blue collar job.

Features:

Stylish shaped boot made of genuine leather with an air cushioned sole.

Benefits:

Once broken in it makes for a durable and unrivaled comfortable boot for extended wear time.

Where the ad will play?

The ad will play on channels such as MTV, Fuse, Vh1 and ads ran on YouTube videos.

Tone/Mood:

It will be young and fashionable. The fashion will be leaned more towards those who are a part of the subculture and those who do not obsess over how they are dressed like hipsters, artists, and construction workers.

Competitors:

• The Timberland Company
• Skechers U.S.A., Inc.
• C&J Clark International Ltd.

Script:

A young man considered a hipster decides to take a trip to the United States from London.  Just as most tourists that visit here, he takes the subway as a mode of transportation.  He meets a young woman and they both have the “love at first sight” feeling.  The two then goes out on a spontaneous date through the streets of Williamsburg.  The remainder of the date is spent in McCarran Park.  The audience sees that both are wearing a pair of Dr. Martens boots.