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13-DEC-2025 | Clarks’ “One step down, 75,000 miles to go” Ad by Peter Gatley

Author

Dan Bogachek
December 13, 2025

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Clarks’ “One step down, 75,000 miles to go” Ad by Peter Gatley

One step down, 75,000 miles to go.

Ah, the patter of tiny feet.

But right now, as they set out on life’s marathon, they’re at their most vulnerable.

The tiny bones are soft and easily damaged. They need a shoe to protect them. That first shoe should be light yet stable. It needs to cradle the heel and give firm support to the foot. Above all, it must fit properly.

At Clarks, we insist the shoes fit the feet, not the feet fit the shoes. We make sure all our shoes are fitted by a trained assistant. They come in whole and half sizes and up to five width fittings. For healthy growth, we always allow up to three months’ growing room.

Is it worth buying good shoes when little ones grow out of them so quickly?

Well, good shoes make good feet. And good feet will last a lifetime. 🏁

  • Hook: contrast in scale. It scratches some strange itch we all have, and it’s used all the time. Once you see it, you’ll find it everywhere.

  • Twisting the knife: with the baby’s bones — did you notice the passive language? “The tiny bones are soft and easily damaged.” What does that conjure up in our minds? They’re fragile, defenseless. The focus is on what needs protecting, not on Clarks’ shoes.

  • Hook-punchline sandwich with the callback to “75,000 miles to go.”

  • Structure: hook → pain/fear → why & how the solution eliminates the pain/fear → objection handling + setup → punchline.