Crocs puts self-expression over algorithmic sameness with new platform

"Crocs unveiled its first new global brand platform in nearly a decade to better appeal to a younger generation of consumers, according to a press release. "Wonderfully Unordinary" centers on self-expression and real-world experiences in a culture "saturated in imitation and algorithmic sameness," Crocs said. The titular anthem spot depicts a pair of featureless store mannequins as they come alive and grow increasingly human after being outfitted in Crocs' signature porous clogs."

"The campaign debuts with an emotionally-driven 90-second spot that shows a store employee slipping Crocs onto the feet of a faceless mannequin. As background music kicks in, the mannequin lurches to life and approaches a wall of TVs broadcasting a dance routine, which it begins to mimic. The mannequin then ventures outside and awakens a companion from a window display at a nearby shop."

Crocs launched "Wonderfully Unordinary," a global brand platform aimed at younger consumers and centered on self-expression and real-world experiences in a culture saturated by imitation and algorithmic sameness. The campaign opens with a 90-second anthem where store mannequins become human after being outfitted in Crocs, exploring the city and ultimately transforming into a couple at a club. The effort replaces the 2017 "Come As You Are" campaign and marks a multiyear repositioning toward lifestyle branding. The brand appointed a new CMO and its first chief brand officer last year. Agency Flower Shop led creative and Smuggler's Adam Berg directed the spot.

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