To celebrate its 50th anniversary Dr. Martens teamed with Exposure to launch this music-driven campaign, 50 Years of Dr. Martens.. Ten contemporary musicians like Dam-Funk, Noisettes, NASA, The Duke Spirit, The Raveonettes have been commissioned to cover some cult classic tunes that capture the spirit of the brand. Ten music video directors including Rankin, Ace Norton and Jamie Morgan were also tapped to create accompanying clips.
Three songs have been released so far, Noisettes' cover of The Buzzcocks' "Ever Fallen In Love With Someone You Shouldn't've," The Duke Spirit doing Sham 69's If the Kids Are United and Dam-Funk on The Human League's "Things That Dreams Are Made Of." The remaining tunes will roll out through November.