Thanks for everything, Scott. ❤
Two friends sitting at a kitchen table, it’s clearly somewhat dated from the decor to how they’re dressed. One is wearing HP. They’re mapping out a road trip. They load up their van with all their supplies and their dog.
Show then a montage of them driving all over the country, stopping at restaurants, gas stations, local attractions, all while taking Polaroids and putting them in an album. Every so often they get themselves in less than ideal situations like pushing their van out of the mud or changing a tire in the rain, but they push through. Throughout all this their will be shots of the one person’s HPs. It’s then shown that they’re heading to Woodstock in 1969.
It shows an image of them having fun at the festival. The shot zooms out to reveal it as a Polaroid being looked at by the friend in HP, now much older, we’re in the present. The friend then places it by a tombstone of the other friend. The surviving friend smiles and the last shot is on the ground, putting emphasis on their HP as they walk back to the same van from all those years ago; now much worse for ware.
The idea here is to create a product that is, not only environmentally friendly, but also helps the planet. These shoes have seeds inside the soles, so when they’re worn out and old you can just bury them in the ground and watch them sprout! This connects to apropos by giving people the feelings of being green while not REALLY doing that much.
This is a concept I have for a commercial for a new line of colors of HP shoes. I wanted to create something that showed craftsmanship and I think I captured that well. This didn’t take 35 ideas, it came pretty quickly. I also didn’t fill the page count entirely. These new shoe colors are meant to be playful and fun, and this connects to apropos by capturing those emotions.
The idea of HP Discovery is a shoe for when you go to the park for a nice walk and picnic, then you’re heading to the James River, then a bike ride, then dinner with your partner. The bottom of the shoe is covered in tiny imperfections so it has better grip. It connects to apropos by providing a shoe that meets the demands of a casual outdoor life while also maintaining comfort and style.
I’ve been toying with this idea in my head for a little bit. HP knows that nowadays everybody is working and everyone thinks they’re the next big thing; but what consumers need is a shoe that can handle that kind of constant hustling. This connects to apropos by meeting the demands of the times.
It’s 2017, time to ride and grind! People have to work now more than ever, Hush Puppies understands that. You’ve got your 9-5 hustle, your evening hustle, your side hustle, your walking the neighbor’s dog hustle, your OTHER side hustle…
What you need is a shoe that can handle all your hustling.
Hush Puppies, hustle with purpose.