NEWS: Grey shifts focus for latest Lee Jeans drive

America’s most famous stripper and one of its rock ’n’ roll greats feature in a pounds 5 million blitz for Lee Jeans, which breaks on 12 February.

America’s most famous stripper and one of its rock ’n’ roll greats

feature in a pounds 5 million blitz for Lee Jeans, which breaks on 12

February.



Devised by Grey, it brings to life famous Americans with Lee in their

name, kicking off with Gypsy Rose Lee and Jerry Lee Lewis.



In the first 60-second spot, a young Jerry Lee Lewis is found

philandering with a girl by her father, a typical 50s tyrant who is not

amused and gives chase with a shotgun.



The second execution is also a period piece. A young Gypsy Rose Lee is

shown giving an impromptu striptease - her first ever - to a trio of

young men watching at her garden gate. It is not allowed to be shown in

the UK until after 7.30pm and is restricted until after 10pm in Ireland.



Both ads use the backing track, Baby Lee, by John Lee Hooker and were

directed by Steve Ramser through the Artists Company.



The campaign, art directed by Nick Rowland and written by Kate

Humphries, develops Lee’s ‘The jeans that built America’ theme. But, as

Grey’s managing director, Nigel Sharrocks, explained: ‘The focus of the

campaign has moved from buildings to people - spirited, sassy people who

have all left their mark on American culture.’



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