Australian footwear brand, R.M. Williams has launched its latest advertising campaign, Undeniable Character, featuring newly appointed global boots ambassador, Hugh Jackman.


The campaign's main focus is a short, one-minute film which depicts a journey in R.M. Williams boots which are walking through a range of locations, while Hugh Jackman explores – in his narration – the number of steps that the average person takes throughout their lifetime – 216,262,500 to be exact.


As well as starring in the advertisement, Jackman will also promote his R.M. Williams ambassadorship across his social channels, in outdoor advertising, across digital media and PR, while his image will be used on store fronts in Australia, the US, the UK and New Zealand.


R.M.Williams’ chief marketing officer, Mat Hayward, said that the new campaign embodies the spirit of R.M. himself.


Undeniable Character epitomises what the R.M.Wiliams brand is, and perfectly encapsulates the spirit of R.M. himself.


When looking for someone to represent Undeniable Character, there was no looking past Hugh and we’re thrilled to have him on-board to share our story and our boots with the world.”


Speaking about the campaign, Jackman said that he is excited to see people across the globe embrace the R.M. Williams experience.


Undeniable Character, to me, is all about having grit, tenacity, determination and a pioneering spirit – and it’s all of those things that you get a sense of when you pull on a pair of R.M.Williams boots. It’s time for people across the world to share that experience.


R.M.Williams boots are synonymous with being Australian. The ethos, care, and level of attention that goes in to every pair of boots is incredible, and I’m thrilled to be able to use my platform to take the boots that I’ve been wearing since I was a teenager to the world,” he said.


The Undeniable Character campaign has been launched in the Australian, US, UK and New Zealand markets.


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