The copy in all the ads is simple, witty and smart. In the first ad, using the phrase of not being seen dead in something and turning it on its head by taking it literally is a nice idea. I also think the typeface choice is excellent and the way they are almost taking the piss out of the look of their product is novel, and makes the ads much more appealing and approachable. It's great that this brand is going down the practicality route, which doesn't happen very often nowadays. It's a great insight, they don't look amazing, and they know that but they're the best product to keep your feet warm. And in Russia where temperatures are astronomically cold, it will certainly resonate with consumers.
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