Buddy Lee Ads to Bow

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Lee Dungaree’s “spokesdoll” Buddy Lee returns to the airwaves in “Be Like Buddy Lee” TV ads that have a lighthearted, music-video feel and break July 31. Fallon, Minneapolis, handles.

Lee, a division of VF Corp. headquartered in Merriam, Kan., is counting on the campaign to continue sales momentum despite this year’s difficult retail environment. First-quarter retail sell-throughs of men’s jeans increased 17 percent; men’s shorts spiked 39 percent in April.

A new twist on the campaign shifts last year’s focus on Buddy Lee to three young hipsters seeking to emulate his heroic do-good ethic and his sartorial style.



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