Thinking Big

Lee launches two new ads, which will each run twice during the Super Bowl and according to Mike Robertson, Lee manager of advertising and pr, the decision to run during the Big Game marks a new media strategy for the apparel manufacturer.
‘We broke our new campaign last summer during the 1992 Olympics and it was so successful that we started to look for other big events,’ Robertson said. ‘We want to dominate the airwaves.’
Lee kicked of the New Year with spots during the NFC and AFC Championships and is scheduled to run during both the Grammy Awards and Academy Awards broadcasts, to name a few.
The two new spots, created by Fallon McElligott/Minneapolis, continue the same creative strategy which poses the question, ‘Having trouble getting into your jeans?’
Copyright Adweek L.P. (1993)