While many people may not consider Crocs the height of fashion, the brand also boasts a significant, passionate following — a segment it is now aiming to expand.
A new brand effort positions Crocs as “Wonderfully Unordinary” and uses awkwardly dancing mannequins to make a very human point.
The hero spot starts with a person outfitting mannequins withCrocs at an in-store display. One faceless mannequin awkwardly stumbles off its perch, watching people dance on a screen as it slowly becomes more human-like, forming eyes and recognizable features.
Staggering into the street, the mannequin spots another in a store window and signals for it to join. The two wander the city streets in their Crocs, slowly morphing into more human-like creatures as they encounter the world. The two arrive at a dance club and fully realize their humanity as a text-over states: “Let your human out,” followed by the new tag, “Wonderfully Unordinary.”
The campaign is the brand’s first global effort since the Come as You Are campaign debuted in 2017. It is designed to reach younger generations who see the world differently, and the campaign looks to empower them to shape their own story and how they experience the world.
The 90-second hero spot for the creative campaign, developed by agency Flower Shop, was directed by Swedish director Adam Berg. Shot in São Paulo, the ad uses visual effects to bring professional dancers, who serve as the mannequins, to life.
“We wanted this to be the one thing that people remembered from their day. The one thing they saw that day that landed,” says Alastair Merry, CCO and founder of Flower Shop. “By the end, if you’re genuinely rooting for these blocks of wood, I think we’ll have succeeded.”
The campaign also features out-of-home placements in New York and Seoul.
The Wonderfully Unordinary brand narrative will continue throughout 2026 and beyond, and looks to make more fans of the simple clog footwear.
A version of this article first appeared on Campaign US
