Tom Brady Has A Foot Ball In New Campaign For Ugg

The Ugg for Men campaign includes a multi-media push that has started to air on YouTube, and which will have its national network debut Sept. 12 on ESPN when the Pats visit the Miami Dolphins on Monday Night Football.

The spot, “Steps,” shows Brady, traipsing about town in Los Angeles in various Ugg shoes from the Fall/Winter 2011 men’s line, played out to the hip-hop beat of Mos Def.

“Our goal is to introduce men to the Ugg experience through this campaign by pairing the rugged, masculine design sensibility of our collection with the unique comfort you get only when you put your foot inside our shoes and take a few steps,” Constance Rishwain, Ugg president, said in a statement. “Working with Tom allows us to celebrate the heritage of UGG and at the same time introduce it to a new generation of modern men.”

In addition to TV, the campaign includes Internet, print in such publications as GQ, Esquire, Details, ESPN the Magazine and Men’s Journal; and outdoor in Boston, New York and Los Angeles.

The song, “Twilite Speedball,” is from Mos Def’s The Ecstatic (2009). It includes the lyrics, “The city breathing all down your neck/Bad news and good dough special effects]And reality’s teeth/Bright, black, sicker than deep/Who ain’t shy of the pain?/Who ain’t shy of the pleasure just the same?/Life is a game I heard the homie say/Well I came to win so I’m not here to play.”

According to Ugg, three other campaign spots – ” Drums”, “1000 CCs” and “New York City” – will air online. Watch the “Steps” spot here.

Lead agency is M&C Saatchi, Los Angeles. Ugg is a division of Deckers Outdoor Corp.