I'm thinking you should concentrate on making a fantastic photo of the shoes, and no so much about the ad concept. But, I do not know just what you assignment is.
I think if you want to make a photograph of these shoes, a simple approach would be to use a background with cool colors... such as blues. Since color has different wavelengths, warm colors seem to project, while cool color recede. So, placing this warm colored product into a cool colored setting should make the shoes "pop."
I hope this helps.
Pete