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
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.’