This ad shows the journey of an old man on his way to work. We watch as he mumbles/yells/grumbles at school kids he meets along the way. In the end of the ad we reveal that he is actually an old shoe repairer and it turns that his hatred is all about the durability of the Clarks school shoes the kids are wearing.
Philosophy
It was this insight that led us to the thought that this benefit would be pretty good for everyone, everyone except the shoe repairer that is. He seems to see the fact that these shoes will never have to be repaired as the source of all his woes.
Problem
Building on the Clarks brand heritage of the best fit, the client also wanted to highlight that because of the quality of materials, their school shoe range they were incredibly durable.