Grey pursues sexy theme for Lee

Grey unveils its new pounds 5 million campaign for Lee Jeans on Valentine’s Day with a television commercial that features two astronauts making love in space.

Grey unveils its new pounds 5 million campaign for Lee Jeans on

Valentine’s Day with a television commercial that features two

astronauts making love in space.



Banned before 7.30pm because of its raunchy storyline, the spot will be

supported from March by a provocative press campaign inspired by the

Kama Sutra.



The commercial opens with a shot of the astronauts unzipping their space

suits and trying to make contact in the weightless environment of a

space capsule. But, try as they might, they cannot get close to each

other - until the leading lady uses her initiative to button the pair

together through their jeans.



The strapline is: ’The first pair of jeans in space’, while the

commercial ends with Lee’s hallmark line: ’Lee, the jeans that built

America.’



Simon Ratcliffe, Grey’s European management supervisor on Lee, explained

that the commercial - which will also run in London and Dublin cinemas -

was deliberately created to show the woman in control. He said research

indicated women have a greater tendency to buy own-brand jeans than men

do, and the spot was designed to appeal to them. The campaign will run

on ITV, Channel 4 and satellite stations, backed up by print ads

targeting men in titles such as Loaded, FHM and Arena. Media is being

handled by Grey’s media dependant, MediaCom.



Art directed by Mallie Bandaranaike and written by Lisa Beck, the film

targets a core age group of 18- to 24-year-olds. It was directed by

Adrian Moat through RSA Films



The backing track, Legends, by the ambient rock band, Sacred Spirits,

seeks to reinforce the futuristic feel of the spot.



It is due to be released as a single in March.



Lee Jeans recently claimed to have toppled Wrangler as the second

fastest-selling brand of jeans in the UK. Its aim is to challenge the

market leader, Levi’s.



Last year’s Lee campaign was centred around famous Americans who had

’Lee’ in their names. Its commercial featuring Gypsy Rose Lee stripping

for a gang of young male onlookers was also barred from appearing before

the 7.30pm watershed.



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