Dive Brief:
- Ugg is paying homage to retro B-movies in a campaign that heralds the limited-time return of the brand’s Fluff Yeah fuzzy slides, per details shared with Marketing Dive.
- Atsuko Okatsuka stars in creative that takes inspiration from classics like “Attack of the 50 Foot Woman,” showing the comedian as she stomps around a miniature version of Los Angeles, where Ugg was founded. The pint-sized city set includes several winks to the company, such as a Hollywood sign that’s been changed to display “UGG.”
- Ugg is also hosting a pop-up experience in Los Angeles from March 18-19 themed around movie theaters, with concession stand check-in and branded popcorn bags. The Deckers Brands marketer is emphasizing a handcrafted approach, running counter to the trend toward artificial intelligence-generated marketing.
Dive Insight:
Ugg is bringing back a highly requested fan favorite for its spring campaign, which the brand is positioning as anti-AI in press materials. The Southern California-based footwear maker joins a growing chorus of marketers that are emphasizing a stance against AI technology in a bid to underscore authenticity and human-first connection.
Central to the creative is a meticulously handcrafted version of Los Angeles carrying several nods to Ugg and Tinseltown, such as a “fluff and fold” storefront, billboards referencing hyperlocal lore, an Ugg Hollywood sign and a bite-sized branded delivery truck. The miniature set is constructed of wood, paper and practical materials, and was assembled in around four weeks following a two-month preproduction period, Ugg said.
Comedian Okatsuka’s romp through the neighborhood while sporting Fluff Yeah slides was shot on film, DSLR and iPhone. Amber Asaly captured still photography for the campaign and Daisy Stackpole lead styling. Ugg is also running a video on its social channels in support of the effort, which was developed with Tastebuds Studio. The full media plan includes digital, print, out of home and social elements, according to Tracy Paoletti, vice president and general manager of Ugg North America. OOH will appear in New York and Los Angeles while the video ads are running on TikTok, Instagram and as in-feed placements across Meta.
In addition, Ugg is hosting a two-day pop-up in Venice Beach that extends the movie-homage concept into the real world. Visitors can experience a Fluff Theater for trying on the slippers, take photos with a jumbo Fluff Yeah slide and snack on popcorn and cotton candy while taking home brand keepsakes.
The Fluff Yeah collection was first introduced in 2018 before being wound down just four years later. Ugg noticed that searches for the oversized slides were still spiking on its website in 2024, leading it to bring back the product this year for a limited time.
Net sales at Ugg rose 4.9% year over year, to a record $1.3 billion, for the holiday quarter ended Dec. 31, results executives at parent Deckers Brands described as “exceptional.” Ugg has centered its marketing on collaborations with other fashion brands, such as Sacai, and experiential activations, including a multisensory Feel House experience in New York City.
Crocs, which also produces distinctive-looking, comfort-forward footwear, in January launched a new brand platform that intends to combat what the brand calls algorithmic sameness. Ads show robot-like store mannequins becoming more human as they explore a city at night, another instance of a campaign taking a dig at the ad industry’s AI takeover.
