Hugh Jackman is face of R.M.Williams’ new advertising campaign


R.M.Williams has today unveiled its latest advertising campaign and global brand platform, Undeniable Character. The face of the campaign is the brand’s global boots ambassador, Hugh Jackman.

Launching across Australia, the US, UK and New Zealand, the Undeniable Character campaign portrays a journey in R.M.Williams boots walking through a range of locations and terrains, as a voice discusses the number of steps that the average person takes throughout their lifetime – 216,262,500.

The film comes to an end with Hugh revealing himself as the man behind the narration as he walks on to a theatre stage, closing the film by saying “It’s not the number of steps that matter. It’s where they take you.”

In addition to the digital film, Jackman will be promoting his role as R.M.Williams global boots ambassador and face of the Undeniable Character across his social channels, in outdoor advertising, across digital media, PR and through his image featuring on R.M.Williams store fronts in Australia, the US, UK and New Zealand.

Commenting on the campaign, Hugh said:“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.”

R.M.Williams’ chief marketing officer, Mat Hayward, added: “Undeniable Character epitomizes 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.”