Liberty celebrates the 'go-getter' spirit

The footwear brand's new TVC for its Fortune range is aimed at the confident and ambitious men of today and celebrates their unstoppable spirit

BestMediaInfo Bureau | Mumbai | September 8, 2014

Click on the image to watch the TVC.

Liberty, a leading footwear brand, has unveiled its new television commercial 'Never Stop' for its Fortune range of footwear aimed at the confident, ambitious man of today. The TVC is based on the belief that today people dream to become phenomenal – never stopping, not quitting until that dream is achieved. The latest range of Fortune celebrates this unstoppable spirit which is displayed in the TVC, shot by ace fashion photographer and filmmaker Tejal Patni.

Anupam Bansal, Executive Director, Liberty Group, said, “We at Liberty are in a phase of transformation, aggressively moving towards innovation and youthfulness with a renewed focus on 'fashion with comfort'. The Fortune range, offering classy and slick designs for today's unstoppable man, truly encapsulates this vision, and the advertising campaign 'Never Stop' aptly reflects it. The TVC focusses on the journey of an unstoppable young man with a never-say-die spirit. He has a fistful of dreams and is running against all odds to achieve them, slipping into different shoes from the Fortune range which propel him to tide against all opposing forces. The whole film has been directed to showcase men's footwear in a very different light.”

Vaybhav Singh, Chief Creative Officer, D&H Blurb, which conceptualised the TVC, said, "It's not easy to dismiss a spot like this. Layered with visual metaphors, it's for a generation that appreciates non-linear story telling. While the context may be real life challenges that everyone in the corporate world faces, our vision was to move Fortune beyond the footwear category, and let it stand for this indomitable spirit that surmounts this race against time and obstacles. It is a race that doesn't end and we've bravely acknowledged that journey.”

Liberty Fortune is made for the corporate man who walks ahead of the rest and is a go-getter. The shoes are formal yet casual, comfortable yet trendy and a must have in every stylish man's shoe wardrobe. Available in several designs, like high ankle, perforated, knitted and shoes with neon soles, Fortune presents a great variety to choose from for corporate meetings, evening with friends and parties.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: D&H Blurb

Chief Creative Officer: Vaybhav Singh

Account Planning: Nancy Bhasin

Account Management: Anukriti Gupta

Director: Tejal Patni

Chief Editor: Yusuf K (Slick Film Craft)

Executive Producer: Jolianne Ray

Music: Vernon Lenoir

Info@BestMediaInfo.com

Info@BestMediaInfo.com