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
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
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.