Sanuk 'Never Uncomfortable' by Ignite

Sanuk, "Drummer Boy."
Sanuk, "Drummer Boy."

Even bad music is better if your feet are relaxed

Shoemaker Sanuk continues to reach beyond its core audience with two humorous new spots in its "Never Uncomfortable" campaign.

Created by Los Angeles agency Ignited, "Drummer Boy" and "#1 Fan" both portray the foibles of a feckless heavy-metal band from two different perspectives: the group’s drummer and the lead singer’s girlfriend. Both recognize the band’s limited talent and appeal — happily, the comfort of Sanuks makes even a loud and awkward evening in an empty bar bearable.

The campaign also includes Pandora and Spotify radio spots, search, and partnerships with YouTube personalities.

Campaign credits

Client: Sanuk
Agency: Ignited
Creative director: Graham Simon
Associate creative director: Karin Djelaj
Senior art director: Jeremy Carson
Senior copywriter: Dan Elmslie
Photographer: Tyler Gray
Production house:Original Films
Director: Tom DeCerchio
Executive producer: Joe Piccirillo
Producer: Dennis McCollough
Director of photography: Michael Bonvillian
Editor: Jonathan Del Gatto
Music: Sebastian Robertson at We the People
Sound design/audio mix: Sonic Magic

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