Lee Jeans builds on its heritage for campaign

Lee Jeans will unveil a new cinema and TV campaign in March, which builds on the heritage of its jeanswear.

The campaign, designed by Grey London, is set in New York City and is based around the construction of the Empire State Building in the Thirties.

Featuring a handsome construction worker dressed in white T-shirt and Lee jeans, the ad is designed to show that Lee jeans have a superior fit.

The ad revolves around monochrome shots of jeans-clad workers, interspersed with colour shots of the construction of Lee jeans. The sound track is “Jailbird” by Primal Scream.

Peter Abiss, general manager of Lee UK and Ireland, says the ads put the jeans in a “romantic and dramatic light”. “The original workers who built the Empire State Building wore Lee jeans. They were hundreds of feet up and several lost their lives,” says Abiss.

The ad, called “Skyscaper”, will air on March 1, and will be shown on both cinema and TV.

This is Grey’s fourth campaign for Lee jeans. In 1992, it showed “Twin Towers”, in which a giant pair of jeans was built over two skyscapers; John Lee Hooker featured in its 1993 campaign and the dramatic “River Rescue” campaign ran last year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here