The Lee 2012 Fall/Winter campaign has focused itself on the concept of movement. To show off how well people can move in Lee clothing, the brand has recruited ex-Olympic gymnasts and synchronized swimmers, as well as professional dancers. I’ve never thought of jeans as the easiest thing to move around in, but the Lee campaign video is making me rethink that belief.
Swimmers jump into a pool and swim like fishes, dancers do front flips out of nowhere and gymnasts do handsprings down grocery store aisles. Best of all, they do these moves wearing Lee jeans. This proves that the over century-old denim brand has really mastered its craft.
The video captures not just the look of the brand’s clothes, but also captures the feel and experience of the clothes, and that’s what makes a great ad campaign.
Active Denim Campaigns
The Lee 2012 Fall/Winter Collection Features Olympians and Dancers
Trend Themes
1. Movement-focused Advertising - Brands using athletes and dancers to showcase the flexibility and comfort of their clothing.
2. Reinventing Denim - Brands embracing innovative ways to make denim more flexible and suitable for active lifestyles.
3. Capturing the Feel of Clothing - Advertisements focusing on conveying the sensory experience and comfort of wearing clothes.
Industry Implications
1. Athletic Apparel - Opportunities for athletic apparel brands to showcase flexibility and functionality.
2. Denim Manufacturing - Innovative opportunities for denim manufacturers to create more flexible and comfortable denim products.
3. Advertising and Marketing - Brands can explore new ways to capture the sensory experience and emotions tied to clothing through their ad campaigns.