Dr. Martens: Forever

Saatchi & Saatchi/London has a new print/poster campaign in the U.K. that cleverly employs four dead rock stars ? Kurt Cobain, Sid Vicious, Joey Ramone and Joe Strummer ? as Doc Martens endorsers. "We wanted to communicate that Dr. Martens b

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Saatchi & Saatchi/London has a new print/poster campaign in the U.K. that cleverly employs four dead rock stars ? Kurt Cobain, Sid Vicious, Joey Ramone and Joe Strummer ? as Doc Martens endorsers. "We wanted to communicate that Dr. Martens boots are 'made to last,' " explains writer Andrew Petch, "and we discovered that these idolized musicians wore them. Showing them still wearing their Docs in heaven dramatized the boots' durability perfectly. And, as images, they feel very iconic." As for the legal implications of enlisting the support of this particular fab four from beyond the grave, Petch says the images have been cleared for use in the U.K. only, in an arrangement with Corbis, supplier of the original photographs, which have been enhanced by photographer Dimitri Daniloff and retoucher Christophe Huet, ChristopheHuet.com.

But it turns out that "Forever," as the ads are themed, does not describe the client-agency relationship here. The ensuing public outcry over what many consider this misuse of dead celebrities has resulted in Airwair Ltd., owner of the Docs brand, firing the agency, with CEO David Suddens claiming, in a terse statement, that "Dr. Martens did not commission the work." Saatchi & Saatchi/London responded with an announcement that it's "standing by the creative work," insisting the client had "approved the ads to run as a one-off in Fact Magazine in the U.K." ECD Kate Stanners went on to say, "We believe the ads are edgy but not offensive. There has been blog commentary both for and against the ads, but it is our belief that they are respectful of both the musicians and the Dr. Martens brand."

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About

Credits
Date
May 08, 2007
Copywriter:
Andrew Petch
Art Director:
Graham Lang
Photographer:
Dimitri Daniloff
Retoucher:
Christophe Huet
Executive Creative Director:
Kate Stanners
Client:
Dr. Martens
Agency:
Saatchi & Saatchi London
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