Stuart Weitzman is set to debut its first television commercial during this Sunday’s MTV Video Music Awards. The spot stars Gisele Bundchen, who also appears in Weitzman’s print ads.
The commercial is done in music-video format and was shot by legendary photographer Mario Testino. Bundchen wears Weitzman’s stretch leather Koko booties while dancing with a male dance troupe at the Millenium Dance Complex in Hollywood, Calif.
Stuart Weitzman Chief Marketing Officer Susan Duffy told Footwear News that the commercial started out as a social media dance video that the brand shot with Bundchen. But when the team saw it, she says, they decided to use it in prime time.
The social media video, titled “Make That Move,” combines the ideas of emotion and motion.
“Our two previous video initiatives centered on owning the word ‘walk,’ with ‘These Boots Were Made For Walking’ and ‘Rock Roll Ride,’” says Duffy. “We decided to evolve the concept to dance, because dancing in Stuart Weitzman shoes has become a brand story. Stuart has designed tour shoes for Beyoncé and Taylor Swift … it was a natural.”
Weitzman has designed the shoes for Swift’s current 1989 World Tour, which just stopped in Los Angeles for a series of star-studded performances.
Weitzman chose to debut the spot during the MTV VMAs to emphasize the brand’s connection to music and dance. Duffy also says the brand hopes to reach an untapped audience.
“By using the VMAs as our launch platform, we found ourselves with the unique opportunity to reach a younger demographic and tell our brand story.”
The social media music video will also launch on StuartWeitzman.com. If visitors to the site share the video using the hashtag #InOurShoes, they can unlock a free download of the song featured in the “Make That Move” music video.
Watch the video below: