# Deathly Companion Campaigns These Staff Jeans Ads Market a Laid Back Lifestyle By Amelia Roblin | Published 2011-09-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/staff-jeans-ads References: [adsoftheworld](http://adsoftheworld.com/media/print/staff_jeans_hair_saloon) & [loweandpartners](http://www.loweandpartners.com/) I can't say that the Grim Reaper would be the obvious choice for a co-star in a [clothing campaign](https://www.trendhunter.com/trends/engineered-for-whatever), yet there he is in both of these Staff Jeans ads. His inclusion is indeed unusual, but it makes it quite clear that this company is actually attempting to sell a way of life and not just a pair of pants. The [comical contrast](https://www.trendhunter.com/trends/axe-campaign) is far from serious, but it makes the message clear. With a tagline that reads "Life is short, do your Staff," the pair of prints celebrates simple trips to the hair salon and errands at the supermarket. Even with the [morbid character](https://www.trendhunter.com/trends/scary-good-campaign) sticking close, the Staff Jeans ads, by Low and Partners advertising, emphasize the importance of carrying on and keeping casual. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 77% | Activity: 65% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Lifestyle Marketing:** Opportunity for companies to sell a way of life instead of just products through unconventional advertising techniques. - **Contrast Marketing:** Risks can be taken by pairing contrasting elements or characters to create memorable and impactful advertising campaigns. - **Casualization:** Promotion of casual and laid-back lifestyles as a response to societal and cultural changes. ### Sectors Adopting This - **Apparel Retail:** Opportunity for clothing brands to differentiate themselves and target specific consumer segments by marketing a lifestyle rather than just products. - **Advertising:** Opportunity for advertising agencies to create unconventional and memorable campaigns by utilizing contrasting elements. - **Retail:** Opportunity for various retail industries to align their branding with the promotion of casual and laid-back lifestyles. ## Related on Trend Hunter - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Brand Refresh Preview Events](https://www.trendhunter.com/trends/cheap-monday-event.md) - [Unexpectedly-Amusing Treats](https://www.trendhunter.com/trends/liquid-death-misfortune-cookies.md) - [Comedic Cruise Spots](https://www.trendhunter.com/trends/its-different-out-here.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Multi-Generation Footwear Campaigns](https://www.trendhunter.com/trends/will-your-wings.md)