UGG for Men Launches New “Pink Slip” Integrated Campaign for Holiday 2012 Featuring Tom Brady

  UGG for Men Launches New “Pink Slip” Integrated Campaign for Holiday 2012
  Featuring Tom Brady

Business Wire

NEW YORK -- November 19, 2012

UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), is
excited to announce the launch of a new integrated UGG for Men campaign for
the Holiday 2012 season featuring quarterback Tom Brady. Premiering on Monday,
November 19, 2012, the new integrated campaign entitled “Pink Slip” will
include TV, Print, Digital Display and Online Videos, OOH, Mobile, Social, and

Tom Brady, wearing the UGG for Men "Ascot" slipper, in the brand's Holiday
2012 campaign entitled "P ...

Tom Brady, wearing the UGG for Men "Ascot" slipper, in the brand's Holiday
2012 campaign entitled "Pink Slip"

The overall concept for the new “Pink Slip” campaign originated from real
life, inspired by one of Tom Brady’s personal anecdotes. Even before he
decided to partner with UGG Australia, Tom had a tradition of giving his team
members UGG footwear – specifically the UGG for Men “Ascot” slipper – as a way
to say thanks.

Produced by M&C Saatchi Los Angeles and directed by the Guard Brothers, “Pink
Slip” captures the essence of this story through a dramatic moment when a
football rookie is at a crossroads in training camp and walks up to his
locker, consumed by anticipation at whether he makes the team or not. When he
finds a pair of Ascot slippers in his locker and Tom shows up to congratulate
him, the rookie finally knows the answer. Additionally, Tom’s performance and
lines were entirely unscripted, as the scene derives from an authentic moment.

“The concept behind the ‘Pink Slip’ comes from an authentic tradition that Tom
had even before working with UGG,” says Connie Rishwain, President, UGG
Australia. “What better way to highlight this moment through the holidays,
tying it into the themes of teamwork and thanksgiving.”

The Pink Slip TV spot will premiere on November 19, 2012 on ESPN, ESPN2 and
NFL Network. On the day of launch, consumers will receive a dedicated e-mail
directing them to view the commercial and behind the scenes video for “Pink
Slip” on the UGG Australia web site and other social media platforms. The
digital portion of the campaign will run on,,,, and Print will include Details and GQ
magazines. OOH will run in New York City in the form of bus shelters, as well
as billboards in Los Angeles. The media was planned and purchased by KSL Media
Los Angeles, and PR was overseen by M&C Saatchi PR New York.

UGG for Men Fall 2012 Featured Products:

ASCOT SLIPPER - True to the UGG® tradition of laid-back luxury, the Ascot is
famous for its supple feel and stylish indoor/outdoor silhouette. An icon of
casual elegance, cozy suede with a moisture-wicking sheepskin lining and
lightweight, molded rubber outsole.

All products will be available at, at flagship locations
and at select retailers, worldwide.


Deckers Outdoor Corporation strives to be a premier lifestyle marketer that
builds niche brands into global market leaders by designing and marketing
innovative, functional and fashion-oriented footwear developed for both high
performance outdoor activities and everyday casual lifestyle use. Teva®,
Simple®Shoes, UGG® Australia, TSUBO®, Sanuk® and Ahnu® are registered
trademarks of Deckers Outdoor Corporation.


M&C Saatchi is the world's largest independent marketing communications group,
with 27 offices in 18 countries. The network employs more than 1,800 people
who service over 200 clients, spanning advertising, media buying, digital
marketing, mobile, public relations, sponsorship and event management. The
agency was founded in 1995 by Maurice and Charles Saatchi with the principle
of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing
start-up in advertising history" by Adweek. The agency has produced iconic
work for Ketel One, Crystal Cruises, Qantas, San Diego Zoo, UGG Australia, New
Mexico Tourism Department, Google, and the California Department of Public
Health. For more info, please see


Founded in 1981, KSL Media is one of the first independent media services
companies in America and specializes in helping entrepreneurial companies and
challenger brands to acquire and retain their best customers. With offices in
New York, Los Angeles, and Las Vegas, KSL manages media investments across
numerous business categories for clients that include Bacardi, Toshiba, UGG
Australia, PetSmart, Hard Rock Hotel & Casino, Guitar Center, Friendly’s, Oris
Watches, ConocoPhillips, Anna’s Linens, Curacao Tourism Board, Sizzler, City
National Bank, First Tennessee National Bank, Sapporo and Mercury Insurance.
For more information, visit


M&C Saatchi PR serves as the creative communications arm of M&C Saatchi Group.
With several public relations offices around the world, including New York,
London and Sydney, M&C Saatchi PR in New York specializes in four key practice
areas: Consumer, Sports & Entertainment, Digital & Social Media, and
Multicultural Outreach. For more info, please see

Photos/Multimedia Gallery Available:



Kristen Scaravaglione
UGG Australia
(O): 212.247.8552
Mark Tanno
M&C Saatchi PR
(C): 646-619-2814
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