Buddy Who? Lee Jeans Introduces the Lee Woman and the Lee Man
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Lee Jeans today debuts a brand refresh, complete with TV spots, a new website and a digital push as a way to reengage customers who may have been drifting away.
The heroes of the new “Move Your Lee” ad platform are the Lee Man and the Lee Woman, who each appear in his and her own 30-second TV spot. The Lee Woman is “lean, mean and covered in jean,” as she works as a physician, rides a motorcycle and takes care of her kids and husband. Similarly, the Lee Man likes to crash through boardroom walls and crushes having fun as he wears his “freedom pants.”
“We created this purpose, this life in motion,” said Kim Yates, who joined the VF Corp.-owned brand as VP of marketing from Procter & Gamble last year. “There’s this playfulness, an unpretentious nature of who we are that’s always been there in the humorous way we approach the consumer and we wanted to bring that back.”
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