Dr Martens kicks off global ad campaign

Dr Martens, the iconic British footwear brand, is launching its first advertising campaign in four years in the form of six short documentaries of "Dr Martens people".

"Veer, outside the ordinary" is the name of the campaign, which uses print, poster and grassroots advertisements to drive consumers to the company website, drmartens.com.

The five-minute documentaries about ordinary people the footwear company selected from thousands to be the subject of the films will be screened on the website.

The company chose to focus its first global marketing campaign around the documentaries rather than traditional advertising because it wanted to be "authentic and honest".

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