UGG Australia has launched ‘The Chase,’ the campaign highlighting the brand’s Spring 2012 line of various footwear, bags and jackets for male consumers. Since the new promotion is dedicated to men, it’s revolving around probably the most cherished dream of any guy—to get in a classic Pontiac GTO and drive away with a gorgeous lady next to the driver’s seat. The new marketing effort, developed by M&C Saatchi and featuring quarterback Tom Brady, started on March 5, the first Monday of spring 2012. It includes print, digital display, social, mobile, events and PR and of course the centerpiece of the campaign, a short online-film split into two parts, which can be seen on the official website of the brand.

Photo: A snapshot from the UGG Australia website, www.uggaustralia.com

The new effort launched in the USA continues the conversation started in fall 2011, when the first UGG for Men was unveiled. Here’s how UGG describes the new campaign on its website: “A twist on a timeless story about the open road launches UGG for Men/Spring 2012. Two friends head out on a cross-country mission to catch the sun before it sets. Can they do it?” The legendary song The House of the Rising Sun by The Animals was chosen as the soundtrack for the videos, which adds to the adventurous spirit of the campaign.

Despite the fact that the two characters are encountering a range of obstacles on their journey from Chicago to Los Angeles, this video is much less dramatic than a spot under the same name launched by Intel. Still, it evokes suspense and expectation—the intrigue created by dividing the film into two 30-second parts, directed by Gary Shore of Anonymous Content, makes viewers want more and inspires them to live their life to the full and get into the protagonist’s shoes (literally) in their life.