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Those endless, self-indulgent guitar solos that occur at every rock concert are the theme of Fitzgerald & Co.’s new campaign for Jerzees.
The television spot, part of the Atlanta agency’s estimated $10 million effort for the manufacturer of casualwear, broke last week on TNN, USA, TBS, TNT, Fox and other cable outlets.
The campaign will also include radio, print and retail components, including a “Weekend of Country” sweepstakes, created by Fitzgerald’s promotional unit, The Botsford Group.
In the television ad, a voiceover asks: “Ever wonder what singers do during the big guitar solo?” In a rapid and effective montage, country singer Jo Dee Messina dashes from performance to dressing room, shucks her sequins for Jerzees sweats, goes bowling, takes a kickboxing class, gets her eyes checked, picks out paint samples, then hustles back on stage while lead guitarist Tony Obrahta is still flailing away on his axe.
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