Vince Camuto Announces Its First-Ever Super Bowl Advertisement



Feb 04, 2016, 09:00 ET from Camuto Group

NEW YORK, Feb. 4, 2016 /PRNewswire/ -- Camuto Group announced today that Vince Camuto® brand will debut its first-ever Super Bowl® commercial. Scheduled to air during pre-game coverage on CBS, the advertisement will precede Super Bowl® kickoff scheduled for 6:30pm. Titled, "But I Thought I Was Helping…?", the ad stars a puzzled Boxer dog sharing his thoughts with company founder Vince Camuto. The commercial marks the brand's first collection TV ad and joins the celebration of the 50th anniversary of the Super Bowl®.

Filmed in New York City, the 30-second video stars Jack Daniel, a precocious brindle Boxer dog, who wants to help his shoe-loving owner pick a pair of shoes to complete her outfit. The eager-to-please pup rummages through a lavish walk-in closet that is filled floor-to-ceiling with Vince Camuto® shoes. Jack ultimately offers his suggestion for the perfect shoe—an appreciated but misguided surprise for his owner. Jack makes his television debut alongside the dog's fictional owners, portrayed by IMG models Georgia Fowler and Charles Wilson.

The video was creatively conceived by agency and production company, SWELL, alongside Camuto Group's in-house global marketing team. The decision to unveil the ad during the Super Bowl® allows the Vince Camuto® brand to show a creative campaign that reaches a broader audience and establishes Vince Camuto® as a multi-category lifestyle brand for both men and women.  

Alex Del Cielo, Chairman and Chief Executive Officer, Camuto Group said "We are really excited to have our first Super Bowl® ad airing during the 50th anniversary.  It was a great opportunity to have some fun and present our brand to the broad Super Bowl® audience."

Directors Tarik Malak and Timothy Douglas of Tn'T add "'But I Thought I Was Helping…?" is the story of a dog whom seizes the opportunity to help his owner—he thinks she is asking him for fashion advice. He does indeed find a shoe! The team at Vince Camuto was very forward-thinking and wanted to create something that would not be your typical fashion film. Our take was to merge aspirational lifestyle and fashion imagery with the familiar pet-centric comedy genre."

To further support the brand's advertisement and build excitement with consumers, the Vince Camuto® brand will reveal exclusive and advance previews of the spot across Instagram, SnapChat, Facebook, Twitter and at

Camuto Group is a leading organization for design, development and distribution of women's fashion footwear and was founded by fashion industry icon Vince Camuto. Renowned for its ability to develop lifestyle brands on a global scale, Camuto Group is building on the success of Vince Camuto®—extending into collections such as Two By Vince Camuto®, a menswear line and the recently introduced Louise et Cie® and Imagine Vince Camuto®. Camuto Group also holds the footwear licenses for brands such as BCBGeneration®, BCBGMAXAZRIA®, Lucky Brand®, Jessica Simpson® and ED Ellen DeGeneres™. The company's portfolio also includes the sourcing of footwear for Tory Burch® and AllSaints® and most recently acquired Bernard Chaus Inc. to expand its platform and the development of apparel opportunities for its partners. Camuto Group and its partners operate 120 retail locations globally and products are sold in more than 5,400 doors worldwide.

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