Saatchi & Saatchi / London has a print / poster campaign in the U.K. that cleverly employs four dead rock stars, from four famous punk-rock bands - Kurt Cobain (Nirvava), Sid Vicious (Sex Pistols), Joey Ramone (Ramones) and Joe Strummer (The Clash & The Pogues) - as Doc Martens users.
We wanted to communicate that Dr. Martens boots are 'made to last, is what Saatchi is claiming, using the word "forever".
As for the legal implications of enlisting the support of this particular fab four from beyond the grave, they say the images have been cleared for use in the U.K. only, in an arrangement with Corbis, supplier of the original photographs, which have been enhanced by Corbis-repped shooter Dimitri Daniloff, and retoucher Christophe Huet.
Courtney Love (Kurt Cobain's wife) has slammed shoe manufacturer Dr. Martens for using her late husband in an advertisement.
The Hole singer is furious with the company for using an image of Kurt wearing black Dr Martens boots, draped in an angelic robe and sitting on a cloud. She said that the late Nirvana frontman would never have agreed to it.
Now what is going on? Dr Martins look like they don't agree with using images without any licence and Kate Stanners (Saatchi executive Creative Director) seems like they had all the rights for use in United Kingdom... all i can say is that this big fuss around the subject, worked even better than the ad itself. The sure thing is that this campaign Rocks!
Client: Dr Martens
Agency: Saatchi & Saatchi, London
Creative Director: Kate Stanners
Copywriter: Andrew Petch
Photographer: Dimitri Daniloff
Retoucher: Cristophe Huet
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