Sanuk: the mammoth

I think everyone who has worked in a creative department loves to design new ads, new stories, a new way to sell a product: that is the fun part of our job. However a team should be aware at working a brand consistency.

I really like the latest ad from Sanuk, it's light, funny and it is simply different from all the ads you see in a mag. I would say it pictures pretty well the brand: ugly shoes that are actually pretty comfortable.

However I haven't found the slogan resonating with the ad: " highly evolved style with prehistoric comfort".
In my opinion prehistoric means rough, rocky , anything but comfort and looking at those shoes and how there are pictured through the ad, I would describe them as prehistoric but damn comfortable.
So by simply switching words, the ad could get its full potential: "Prehistoric style with highly evolved comfort".

With that said, Sanuk is counteracting all those surf companies that are saying I am the definition of style...here they could position themselves as I don't give a damn about style, we are all about comfort.

The Pursuit of Happyness: Sanuk

Sanuk is the thai name for Pursuit of Happyness, which could explain why employees are allowed to be late at work if they can be seen in the lineup from the office spotting a famous reef in Southern California.
The unusual choice of color and materials (like the green outdoor carpet) makes it a first choice to stand out from the crowd, express yourself and mostly importantly be comfortable.

For instance, the Donny is a cool, casual, canvas slip-on featuring a shoe upper and sandal bottom. The Donny offers protection of a shoe and the natural comfort of a sandal. Give your feet a little gift from heaven. Go on, pamper them.