Since UGG® slippers are the physical embodiment of relaxation, we believed that owning downtime was the way to establish a foothold with men: It aligned with our heritage, our products and current cultural trends.

Surfers were already wearing UGG® during downtime, and this finding sparked an idea that fit with UGG®’s laid-back ethos: Other brands were constantly urging guys to do more; so we’d invite them to do nothing instead.

We created the Do Nothing Zone, where visitors could watch the films and check out shoes like the slippers. For the centerpiece spots, we hired two larger than life heroes—actor Jeff Bridges and quarterback Tom Brady—to kick back in a luxurious lodge and do nothing in comfort. Bridges, of course, is known for his guitar playing and chill attitude. To emphasize the creative idea, the campaign was launched while Brady was chilling during his NFL suspension.

In the quirky films, actor Jeff Bridges and quarterback Tom Brady are inexplicably holed up together in the ultimate man cave—a luxurious lodge loaded with the latest tech. In these quiet spots they “Do Nothing” in the comfy shoes while demonstrating manly ways to upgrade your downtime.

In “Song,” guitar-slinging Bridges croons a classic cowboy tune to a napping Brady. When Bridges launches into a rowdier version of the song, the startled quarterback jumps up and cries foul language.

“Do Nothing” was a smashing success. Our digital films starring Jeff Bridges and Tom Brady managed to change the conversation—and the perception—of UGG® shoes.

“Do Nothing” produced a 20% uptick in men’s sales and an 81% jump in conversation about the brand.

Additional findings:

·       An 83.2% lift in brand awareness for men who viewed the ad (145M impressions)

·       A 208.9% lift in purchase consideration for men who viewed the ad

·       Along with the 20% uptick in Men’s business, UGG® got an 11% increase in total e-commerce sales

·       An 81% increase in conversation about the UGG® brand, 78% of which was generated by men