Dr. Martens, the famous British footwear company, celebrates its 50th anniversary this year and as part of a celebratory campaign conjured up by creative agency Exposure, ten comtemporary musicians and bands have each covered a cult classic song. Each of these cover versions has had a spanky new video created for it by by one of ten directors / imagemakers – including Rankin, Ace Norton and Anthony Burrill. The idea is that this collection of music and videos reflect the broad range of groups that have adopted and customised Dr. Martens footwear over the last 50 years.
Here are the first three videos to be posted up on YouTube from the project – more will follow in regular batches throughout the year:
First up is the Noisettes covering Buzzcocks track Ever Fallen In Love. Video directed by Rankin (still shown, above):
Duke Spirit’s cover of Sham 69’s If The Kids Are United. Video by Jamie Morgan:
DaM-FunK take on Human League’s The Things Dreams Are Made Of. Directed by Ace Norton:
Other tracks to be released in the series will include The Pogues track Dirty Old Town – covered by Black Rebel Motorcycle Club with a video by Matt Dilmore; Buraka Som Sistema covering Buffalo Stance (originally by Neneh Cherry) with accompanying video by Anthony Burrill; N.A.S.A.’s cover of Max Romeo track Chase The Devil which will have an animated video directed by Don Letts…
To keep up to date with the campaign and see the new videos as they are released – and to check out behind the scenes footage taken on each video shoot, visit 50.drmartens.com/ (designed by LOVE up in Manchester) and also the project’s YouTube channel: youtube.com/user/50YEARSOFDRMARTENS