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Lifestyle brand UGG just launched a new campaign featuring Grammy award-winning artist Post Malone as its new brand ambassador.
Marked by a 30-second spot, the latest initiative aims to tout UGG men's Weather Hybrid collection, which includes a new iteration of the brand's beloved Neumel and Tasman models with a "Big Sky" blue outsole.
In the advert, Malone leads his trusty horse Jasper over a puddle of mud as he wears pieces from the new collection. Beyond the spot, the star also participated in a series of social media posts where he answered questions on rocking UGGs.
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When asked about starring in the campaign, Malone proudly says he's been a UGG fan since high school, as wearing their boots made him feel good.
"I even had a custom camo pair made for me last year. That’s why I’m so excited to work with the brand and bring in my crew for this new campaign. Being comfortable to express myself has always been at my core, and that's why this is such a killer partnership," he added.
UGG President Anne Spangenberg also expressed the brand's excitement over having Malone as its new ambassador.
Spangenberg says that working with Malone in co-creating the campaign has been an honor, as the lifestyle giant has always been about comfort and self-expression.
The "Lead a Horse" film will be shared through PRs, social media, paid media, and OOH efforts. The brand is set to unveil a second short film starring Malone later this season.
For brands like UGG that believe in the power of self-expression, inspiration, community, and connection, it was a no-brainer to work with such an iconic figure like Malone.
In choosing a brand ambassador, their values must match with your brand's values for them to properly represent your brand.
A Leap of Faith
Co-created and shot by Malone's friend Mezzy Ramez “Mezzy” Silyan, the 30-second short film starts with the "Circles" artist leading his horse Jasper to a puddle of mud.
While his trusty steed refused to cross it, Malone jumped into the puddle with no hesitation — thanks to his shiny pair of UGGs.
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"Jasper, c'mon. C'mon!" Malone tells his horse.
The artist eagerly convinces his steed to make the leap, as the screen writes: "Our Tasman Weather Hybrid."
The advert ends with Jasper drinking from the puddle instead.
Previously, AKQA and UGG have tapped on the popular girl group NewJeans to take part in its "Feels Like Ugg" series.
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