With footwear focused on comfort, how does UGG break into the hype-beast market?
By redefining what it means to be stylish, proving that comfort and style can coexist.
Insight: Maintaining a trend-driven wardrobe takes constant effort.
Big Idea: UGG is the effortless choice for days off , comfortable, versatile, and still sharp.
OOH/ Print
Activation
There is a booth for UGGS where people write in stories about the Bill in their life or the Tyler in their life
The Tyler and Bill actors would read the submissions in a compilation video for Instagram, with the full version released on YouTube. The stories with the most likes or votes would win two pairs of UGGs — one for the participant and one for their ‘Bill’ or ‘Tyler’.
Examples of submissions:
“The Tyler in my life is always flexing, never letting me live down my ‘basic’ days.”
“My Bill is the one who always shows up with the most unexpected but stylish outfits, making me rethink my entire wardrobe.”
Participants could share their stories on-site or submit digitally via a QR code linking to a website or Instagram page.
SCRIPTS
These 30-second spots are tailored for digital ad buys and social—perfect for Reels, TikTok, and in-app video placement.
Script 1 – 30s Spot
SFX: Chill background music, soft footsteps, dog leash jingling.
Scene: Tyler steps into his UGGs, takes a deep breath, and smirks. He looks in the mirror, feeling like the king of the block.
CUT TO: Tyler walking his golden retriever down the street, confident. He spots his neighbor, Bill, watering his lawn.
Bill (cheerful): Hey, Tyler!
Tyler (smiling, internal voice): Oh, Bill? Man’s just mad he ain’t on my level.
SFX: Slow-motion step as Tyler casually flexes his UGGs, strutting past Bill like it’s a runway. The retriever gives a little tail wag.
Bill (watching, confused): …Huh.
Script 2 – 30s Spot
Scene: Tyler steps outside again, this time in his Carhartt jeans and UGGs, looking effortlessly cozy. The camera crew follows him, capturing every move.
Bill: Oh hey, Tyler! You working on a school project or something?
Tyler (grinning): Sort of.
Bill (chuckling): Me and Pam are grilling burgers this Friday. You should stop by if you're free.
Tyler (casually): Oh, that’s what’s up.
CUT TO: Tyler glancing at the camera, expression turning from chill to mildly annoyed.
Tyler (to camera, muttering): See this F**king guy? He just gets under my skin.
SFX: Subtle dramatic music as Tyler looks back at Bill, who’s still standing there, completely oblivious.
Script 3 – 30s Spot
Scene: Tyler steps out again, confidently walking down the street in his UGGs. His golden retriever trots beside him.
CUT TO: Bill, in his yard, catches sight of Tyler and waves.
Bill (grinning): Hey, Tyler! I noticed your shoes. I picked up a pair myself—what do you think?
Tyler (smirking, glancing down): Not bad, Bill. Just pull your pants down some, people are supposed to see the Carhartt logo.
Tyler (raising an eyebrow): Damn, I didn’t know you were a hypebeast.
Bill (confused): A what?
Tyler (with a dismissive wave): Nevermind.
Bill (still clueless): You still coming by for burgers tonight?
Tyler (grinning): I’ll be there.
CUT TO: The camera zooms in on Bill’s shoes and Tyler yells at the cameraman to follow him instead. Bill shrugs and laughs.