Doc Martens: Will Dead Idols Revive Sleeping Brand?


When a hot rock star dies young, idolatry takes an immortal leap. Hoping to piggy-back this star-crossed love is Doc Martens, who tapped Saatchi & Saatchi, London for this U.K.-based poster campaign.

Fallen stars Kurt Cobain, Sid Vicious, Joey Ramone and Joe Strummer compose the centerpiece of this print and poster collabo.

Writer Andrew Petch tells AdCritic, "We wanted to communicate that Dr. Martens boots are 'made to last,' and we discovered that these idolized musicians wore them. Showing them still wearing their Docs in heaven dramatized the boots' durability perfectly."

Well, let's hope customers think "durability" and not "premature death."

by Angela Natividad    May-11-07   Click to Comment   
Topic: Campaigns, Celebrity, Magazine, Poster   

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But if they last, then they would never die, no? (Shit, I gotta use that for my next album. When I get out of rehab.)

Posted by: Courtney Love on May 11, 2007 1:37 PM

Let's hope Courtney doesn't get wind that Kurt's likeness is being used to shift DMs - she may charge copyright.

Posted by: milly on May 14, 2007 2:01 AM

Updates the expression - "He died with his boots on" and takes it to a rather illogical extreme. Can't decide if I hate this or not... Of course I just wrote a piece called "Kurt Cobain Turns 40" for Dad's Car Radio so I am not without sin...

Posted by: Dad on May 22, 2007 10:21 AM

i guess the dead rockers family's are suing DM. So they are pushing the focus onto Saatchi since DM shot them down and never authorized them and now Saatchi & Saatchi have been fired as Dr. Marten's Agency.

Posted by: Sam on May 23, 2007 5:37 PM

Hey Andrew Petch and Doc Marten scumbags :
Joey Ramone wore sneakers NOT Doc Martens.


Posted by: Alice Underwaude on May 26, 2007 3:19 PM