Julius Marlow campaign takes tongue in cheek look at men’s shoes

Men’s shoe brand Julius Marlow has launched a new campaign which pokes fun at the ‘man’s man’ format of advertising.

The new campaign, developed by STW’s Moon Communications Group, for Pacific Brands is built around the tagline: ‘The man that makes the shoe that makes the man’.

In a one and half minute video the brand subtly pokes fun at the way many luxury product target men in advertising and includes lines like: “he has his feet firmly planted on the ground, alright 62 stories up”.

Moon Communications said the campaign “a fun, chivalrous, and intelligent approach to modern style” aimed at changing consumer perceptions of the Julius Marlow brand.

“The campaign begins the journey for shifting the way both consumers and store buyers see the brand, driving demand among customers looking for on-trend looks at a reasonable pricepoint,” said Chris Laws, Moon’s general manager.

“Julius Marlow is a well-known brand that has succeeded to this day without any story to call its own. With this new brand positioning we can introduce it to a broader audience and become an active participant in Australian men’s fashion.”


  • Art Direction (Moon): Ant Donovan and Ben Gay
  • Photography:  Christian Blanchard
  • PR: One Green Bean
  • Social media: Switch Digital

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