According to Deckers, the group owning the brand: "THIS IS UGG is designed to connect with consumers on emotional levels that transcend any product, with the goal of further strengthening UGG as a global, premium lifestyle brand, year round. The campaign explores the theme that life's biggest moments are actually the small ones – a place where the brand lives in consumers' lives (...) The campaign will use this storytelling platform to showcase such moments and illustrate the fact that UGG Feels Like Nothing Else."

"In launching this brand campaign, we challenged ourselves to communicate the unique physical and emotional experience that occurs when you own UGG products," commented Connie Rishwain, President of UGG Australia.

"THIS IS UGG" is a multi-media, cross-channel campaign presented primarily in black-and-white that features real moments with real people captured in personal settings that celebrate small moments. For example, sketch-artist Langley Fox, Ernest Hemingway's great-great-granddaughter, is featured in her own Los Angeles home working on an illustration project, and later spending time with her best friends; Tom Brady, who typically appears in UGG campaigns crafted specifically for him, will be integrated into "THIS IS UGG," in moments together with his mother and father; and California architect Harry Gesner with his son and grandsons who share a lifelong love of the ocean, surf the Malibu coast in a nod to UGG's surfing roots.

UGG Australia has built a reputation as a premium lifestyle brand that offers footwear, apparel, outerwear, accessories and handbags and has grown to over 1 billion US dollars in sales. 70 UGG Australia concept stores are located worldwide in locations such as New York, Chicago, San Francisco, Los Angeles, Miami, London, Tokyo, Shanghai, Beijing and Moscow.

Image and Video Credits - UGG, Deckers Outdoor Corporation