Collegiate. Preppy. All-American. These are words Tommy Hilfiger Corp. wants people to associate with its Tommy Jeans collection.
The fall campaign for the collection, from Deutsch in New York, features 19-year-old model Amy Lemons hanging out with other young people on a field at a college campus.
The sole TV spot opens on a shot of Lem ons with a piece of grass in her mouth, and cuts to shots of her friends lying on the grass, standing around, dancing and walking arm in arm.
Playing throughout is the song "Paris Sous la Neige," by the band Mellow, which features the lyrics, "Yes, I'm gonna be a star." The word "star" coincides at one point with an image of a girl wearing a denim jacket adorned with a rhinestone star.
In one print ad, Lem ons lies on the grass on her stomach, her peers behind her. In another, she casually looks over her shoulder.
"What we wanted to communicate … is a very youthful American spirit," said Kathy Dela ney, shop executive creative director, managing partner.
The spot broke in mid-July and is running on MTV and VH1; print ads are appearing in August issues of magazines such as Lucky, Roll ing Stone and Seventeen.