Camuto Group is getting in on the Super Bowl action.
The company will air its first Super Bowl commercial – and first TV commercial ever – on Sunday during pre-game coverage on CBS. The ad, slated to run between 5:55 p.m. and 6:05 p.m., will precede the Super Bowl kickoff, which is scheduled for 6:30 p.m.
Titled “But I Thought I Was Helping..?”, the ad features a puzzled Boxer dog sharing his thoughts about the Vince Camuto collection.
Filmed in New York, the 30-seond spot features Jack Daniel, a Brindle Boxer dog, who wants to help his shoe-loving owner pick a pair of shoes to complete her outfit. The eager-to-please pup rummages through a fancy walk-in closet that is filled floor-to-ceiling with Vince Camuto shoes. Jack ultimately offers his suggestion for the perfect shoe – a surprise for its owner.
Jack’s owners are played by IMG models Georgia Fowler and Charles Wilson.
The video was conceived by agency and production company Swell, along with Camuto Group’s in-house global marketing team.
Alex Del Cielo, chairman and chief executive officer of Camuto Group, said, the ad “was a great opportunity to have some fun and present our brand to the broad Super Bowl audience.” The strategy was to reach a broader audience and establish Camuto as a multicategory lifestyle brand for both women and men.
Camuto plans to show advance previews of the spot across Instagram, Snapchat, Facebook and Twitter.
The company declined to reveal the cost of the ad. A 30-second spot during the Super Bowl hovers in the $5 million range.
Here’s a teaser.