We live in a fragmented, digital world so tribes and subcultures don’t exist around music and locations anymore (Mods on Carnaby Street, Punks on Kings Road…). So how can Dr. Martens retain its USP of non-conformist authenticity and rebellious self-expression whilst trying to appeal and remain relevant to a broader base of millennials living in a fast-paced, digital, mix-and-match society?
Radio is ideally placed to rise to this challenge. At its best, radio is all about authenticity of music, sound and voice. Listeners are hugely sensitive to genuine content, and live radio in particular champions expressiveness and inclusiveness. Radio interacts neatly with other channels (you can listen to the radio while you do almost anything). And it has the power to unite people through shared cultural experiences, and influence our emotions – especially through music (something that’s very relevant to the heritage of Dr. Martens).
Commercial Script #1
We were there when Doctor Martin Luther King Jr. made his mark on history
‘I have a dream!’
We witnessed all of America protest the Vietnam War
‘Audio from protests’
We danced in the fields with the flower children in the 1960’s
‘Beatles song’
And we are here, again, supporting you protest against racism, war and human rights 60 years later.
Doc Martens is a shoe that cares about issues you face today. We aren’t just the boots you want to wear to protest but the boot you get to make a statement.
You have more power than you think
Doc Martens is your platform, so #Standupforsomething.
Commercial Script #2
Back in the 1960’s, all of America was protesting.
War – “audio clip”
Racism – “audio clip”
Human Rights – “Audio clip from Caesar Chavez grape protest in Spanish”
But the fight isn’t done yet.
These are all issues you worry about now, they are here and they aren’t going anywhere
Not without you.
Doc Martens is the brand that cares about the issues, providing support to the world changers one step at a time.
You have more power than you think
Doc Martens is your platform, so #Standupforsomething
Commerical Script #3
Audio clip from this video https://www.youtube.com/watch?v=yc3mWwzMY8A (0:00 to 0:05)
*Static*
Audio clip from this video https://www.youtube.com/watch?v=EBYj-P8scG8 (0:08 to 0:14)
*Static*
Audio clip from this video https://www.youtube.com/watch?v=EoCa-ZZMtkA (0:00 to 0:06)
All of these stories dominate our media, they’re all topics you worry about daily, but it can seem overwhelming and you want to do something, but no matter what you do you’re only one person…
Doctor Martens understood that these issues are worth fighting for, it is our generation’s responsibility to stand up to the problems of today even if the world seems against you.
But you have more power then you think
Doc Martens is your platform, so #Standupforsomething
