According to Variety, the shift was spearheaded by Broadway ad agency SpotCo and now focuses on how the show makes audiences feel.
Kinky Boots, about a struggling shoe factory that is saved by a drag queen and sturdy stilettos, features a Tony-winning score by Cyndi Lauper and a Tony-nominated book by Harvey Fierstein.
Check out the new photo shoot of the cast and the television spot below.