Liberty Fortune appeals to youth who 'Never Stop'

Liberty footwear has rolled out a new television commercial 'Never Stop' for its Fortune range. The film has been conceptualised by D&H Blurb Communications.

 

The film’s protagonist is a trendy young man who is always on the move. He moves seamlessly from one situation to another, formal to casual. The man, who is shown as a go-getter, never stops. He gets through all the barriers before him. The film ends with him going through a brick wall as the words ‘Never Stop’ flash across the screen.

 

Anupam Bansal, executive director, Liberty Group, said, “We at Liberty are in a phase of transformation aggressively moving towards innovation and youthfulness with a renewed focus on ‘fashion with comfort’. The Fortune range, offering classy and slick designs for today’s unstoppable man truly encapsulates this vision and the advertising campaign 'Never Stop' aptly reflects it.  The TVC focuses on the journey of an unstoppable young man with a never-say-die spirit. He has a fistful of dreams and is running against all odds to achieve them, slipping into different shoes from the Fortune range which propel him to tide against all opposing forces. The whole film has been directed to showcase men’s footwear in a very different light.”

 

Vaybhav Singh, chief creative officer, D&H Blurb, added, "It’s not easy to dismiss a spot like this. Layered with visual metaphors, it’s for a generation that appreciates non-linear storytelling. While the context may be real life challenges that everyone in the corporate world faces, our vision was to move Fortune beyond the footwear category, and let it stand for this indomitable spirit that surmounts this race against time and obstacles. It is a race that doesn’t end and we’ve bravely acknowledged that journey."

 

Credits

 

Creative agency: D&H Blurb

Chief creative officer: Vaybhav Singh

Account planning: Nancy Bhasin

Account management: Anukriti Gupta

Director (film): Tejal Patni

Chief editor: Yusuf K (Slick Film Craft)

Executive producer: Jolianne Ray

Music: Vernon Lenoir