NEW YORK — NFL MVP and UGG brand ambassador, Tom Brady, announced a new fall campaign in tandem with UGG For Men (a division of Deckers Brands. Legendary actor Jeff Bridges and fellow New England Patriots team member Julian Edelman joined the cast, lending their witty banter to a five-part digital series that celebrates a man’s right to Do Nothing. Launching on September 11th with its first video “Song”, the campaign will run through November.
Brady is the QB of the New England Patriots but is suspended for the first four games of the new season because of his role in Deflategate.
As a playful tweak of his suspension, the ad campaign celebrates the “art of doing nothing.” Blending style, substance, and humor, the trio demonstrate how to elevate leisure time in a series of lighthearted videos showcasing UGG® for Men footwear in laidback, off-the-clock settings. Filmed in Los Angeles in partnership with Camp + King creative agency, the digital and print campaign is supported by traditional and online media channels that leverage the cast’s social communities, bringing the three larger-than-life talents together for the first time.
“The idea of ‘Do Nothing’ started last fall when I had a rare Sunday to watch football since we opened the season on a Thursday night. I relaxed on the couch wearing my favorite UGG slippers. I posted a photo on Facebook and it was history from there,” said Tom Brady, who has been the UGG for Men brand ambassador for the past six years. “As an athlete I know firsthand the importance of sometimes taking time out to do nothing – it helps me recharge and perform when I’m on the field.”
Since partnering with Tom Brady in 2011, the men’s business has grown over 150% and this season the brand looks to build on its success with a collection of over 150 styles ranging from weather boots to slippers.
“Tom’s leadership on and off the field continues to depict what the UGG for Men brand stands for – authenticity, confidence and style,” says Rob Koenen, Vice President of UGG for Men and Kid’s. “With the help of Jeff and Julian, this new campaign celebrates a state of mind that every man can relate to while also showcasing the lighter side of the brand that hasn’t been seen until now.”