We’ve just done a quick survey here at the eCool Compound and it’s clear that not one of us has a full understanding of Italy’s fascination with Dr. Scholl’s sandals. Throughout the many combined years that we’ve all lived here, the popularity of these wooden-soled and so-called orthopedic sandals has never waned. They’re sold in practically every pharmacy and a vast assortment of styles are displayed in street side drugstore windows.
Are they really comfortable? No one here at the eCool Compound finds them to be so (though, admittedly, most of us haven’t slipped a pair onto our tender toes since childhood). Are those wooden soles really good for your feet? We’ve have no idea. And are they really wood?
What we do like is their new and sexy ad campaign (And, hey, look! Those Dr. Scholl’s have heels! And glitter!) The copy reads: Mettiti in luce, baby or Highlight yourself, baby. Maybe we’ll have to give them another try. Wouldn’t these be a lovely addition to a mid-summer seaside stroll?
Advertising Agency: McCann Erickson, Milan, Italy
Creative Director: Federica Ariagno
Art Director: Erick Loi
Copywriter: Francesca Pagliarini
Photographer: LSD
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