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.