- Crocs is looking to reintroduce itself to consumers via a new brand platform – its first in 10 years – with the overarching theme, “Wonderfully Unordinary.”
- The effort expresses the message that consumers don’t have to have everything figured out to be their authentic selves. The campaign is the first for the brand since 2017’s “Come As You Are” campaign.
- The multi-year, omnichannel campaign, which is anchored by a 90-second brand anthem film, is designed to speak to a new generation of consumer with an emphasis on individuality and understanding of different worldviews.
The Wonderfully Unordinary campaign is an evolution from the brand’s previous “Come As You Are” effort, presenting a deeper dive into what it means to be your authentic self. The 90-second hero spot depicts a store mannequin coming to life after being shod in a pair of Crocs. The mannequin discovers an affinity for dancing and brings a companion to life to experience the world. They dance in the street (almost getting hit by a taxi), purchase flowers and eventually head to a dance club. As they make their journey, the mannequins slowly take on more human traits, like skin pigmentation and hair, echoing the spot’s conclusion (expressed in onscreen text), “Let Your Human Out.”
“Since joining Crocs, I’ve seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully unordinary ways,” said Carly Gomez, chief marketing officer at Crocs, in a statement. “That same spirit resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are.”
After debuting in the U.S., the campaign will begin running globally on January 29 and will continue to unfold throughout 2026 across the brand’s product storytelling, digital and social experiences, talent and influencer partnerships, retail activations and out-of-home executions.
