Rockport Is More Than A Town, It’s A Sexy Shoe Brand For Single Models Pretending To Be Yuppies

How’s your commute? I doubt it’s hot, but maybe it could be, with a pair of Rockport shoes on your feet. Yes, I’m kidding. But Rockport is not.

“‘Hot Commute’ is all about the lifestyle that Rockport embraces: the active, on-the-go metropolitan style of a modern professional,” says Daniel Tschuemperlin, Senior Vice President of Product and Brand Marketing at The Rockport Company.
Here’s more of Tschuemperlin’s thinking (from the press release): “The campaign centers on the fact that the commute is typically the first (and last) social interaction of the day. This means that you need stylish, comfortable footwear that prepares you for anything that happens throughout the work day, be it a last minute corporate meeting, an impromptu business lunch, or even a serendipitous encounter with someone on the bus or train on the way home.”
So let me see, Rockports are for modern professionals who live alone, not red-cheeked tweedy professors? If you believe the plain Jane advertisement above, yes.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.