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UGG® For Men: Do Nothing - Dancing

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NFL MVP and UGG® brand ambassador, Tom Brady, announced a new fall campaign in tandem with UGG® For Men (a division of Deckers Brands, NYSE: DECK). 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 with its first video “Song”, the campaign will run through November.

As a prerequisite to the modern man’s health and happiness, the 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.”

Jamie King, Founder & CEO of Camp + King states that "Our creative team was inspired by Tom's Facebook post: UGG slippers on, feet-up and him doing nothing. This sparked the idea that instead of telling men to run faster or play harder, we would do the opposite and give men permission to do nothing.”

Styles featured in the campaign are available worldwide at all UGG® concept stores, at select wholesale partners and online at The bestselling lace-up Neumel retails for $120, the Ascot men’s slipper retails for $90 and the Scuff men’s slipper retails for $80.
Credits Other credits

Creative Director/CW: Jesse Dillow

Creative Director/AD: Rikesh Lal

Director of Content Production: Stacy McClain

Brand Director: Emily Dillow

Brand Manager: Kelsey Towbis

Director of Photography: Damian Acevedo

Editorial: Jim Hutchins (HutchCo Technologies)

VFX /Finishing: Austin Hickman-Fain (Finishing Line)

Color: Sean Coleman (Company 3)

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