BMP DDB unveils its first work for Easy Jeans next month, only six
weeks after the agency won the pounds 1 million account (Campaign, 17
The hard-hitting press and poster campaign positions Easy Jeans as a
fashionable, but affordable brand and takes an oblique swipe at the
premium pricing of rivals such as Levi’s.
Four executions picture the jeans in everyday situations, lying in a
crumpled heap on the floor, hanging over a radiator to dry, abandoned
next to the bath, or stuffed into a laundry basket.
The lines read: ’Be a victim of fashion. Not extortion’; ’They’ll enjoy
going to the pub just as much as a really expensive pair’; ’We don’t use
sex to sell our jeans. We don’t even screw you when you buy them’; and
’When you buy a pair of jeans do you always go for an American name? Is
it jerk, sucker or asshole?’
Lydie Rybacki-Malgin, the sales and marketing director of Easy Jeans,
said: ’We are working hard to promote unprecedented core brand values.
Our main competitors rely on heritage or American imagery to sell their
product, while our aim is to build an image to give people a concrete
reason to buy Easy Jeans.’
The ads were art directed by Pete Gatley and written by Jeremy
They will run in the style press from April, as well as on posters
nationwide. Media planning and buying are being handled by BMP.