Schuh returns to UK TV screens with new 'same, but different' campaign

Footwear retailer Schuh has launched a new campaign under the title of "same, but different", as it embraces non-conformity and freedom in personal style.

Marking the return of Schuh to UK TV screens after more than a decade, the new campaign is live across linear TV, video on demand (VOD), and social channels such as TikTok and Instagram, as well as out of home (OOH), gaming video, and through numerous digital partners until the end of the year.

"Same, but different" leads with two 30-second ads featuring children and young adults "embracing their main character energy" against a backdrop of relatable, everyday situations.

Marking a new phase for the brand, the campaign aims to forge stronger relationships with audiences who are "rejecting the mundane homogeny of uniformed dressing" and are opting to express a more creative side to their personal style.

Stephanie Legg, Chief Marketing Officer at Schuh, said: "Schuh has always supported and celebrated self expression and cultural diversity, and we continue to be that progressive and inclusive brand today.

"Where other retailers box people in, we help people break out. We’re committed to forging a safe space where young adults can confidently showcase their unique style without fear of judgement and be unapologetically themselves. We’re the same Schuh, but same looks different these days."

The campaign follows an ensemble cast of unique individuals - a collective of models, artists, creatives and writers - each embodying the spirit of modern youth. Each scene celebrates a shared mindset amongst each character, described as "a collective refusal to be labelled".

New footwear features in scenes in a late night chicken shop, while statement boots turn heads in the aisles of a grocery store, a Nike Air Max wearing model strides through a high society tennis club, and Dr. Martens boots are worn with attitude in a gentleman’s barber shop.

"Same, but different" is Schuh’s first campaign with its new creative strategy partner, ZAK, which was appointed in September 2024. The creative direction was inspired by intelligence derived from the agency’s cultural insight platform, SELFHOOD, which identified the fluidity that 16-24 year-old consumers are embracing in how they dress.