One year to the day after rolling out a new tagline and first global campaign, Hoka is out with a new iteration on the same “Fly Human Fly” push—but this time with a different creative agency behind the effort. Today, the Deckers Brands-owned footwear marketer is debuting a series of ads, beginning with a 60-second commercial from Anomaly Los Angeles.
After working with FCB on last year’s campaign—the result of nearly a yearlong partnership that included FCB as global agency—Hoka issued an RFP for a new creative agency and tapped Anomaly for the job last summer. Anomaly had been part of the original RFP process two years ago, but had to step out due to a conflict, according to Erika Brakken Gabrielli, senior director of global integrated marketing and acting VP of global marketing at Hoka.
“We wanted to find a strategic agency that continued to help us push the idea of ‘Fly Human Fly’ creatively, bring deeper meaning to it and elevate the entire creative execution,” she said.
Called “Murmuration,” the new ad showcases runners, hikers and walkers of all types, ages and ethnicities in a whimsical trip through the sky that concludes with a configuration into the Hoka bird logo. The song “Big Bird” by Eddie Floyd plays throughout the 60-second spot.