Bugle Boy gets hip with MTV-style imagery in a new TV spot breaking today from DDB Needham's Los Angeles office.
The 30-second spot (shown here), the first in the estimated $2-3 million campaign, features fast-paced techno music and a psychedelic, quick-cut montage of people and animals dancing. The people's heads switch from one body to another, and a pair of Bugle Boy jeans are also shown dancing.
"DDB developed a visually dynamic technique to creatively connect to our broad consumer base," said Genevieve Mow, senior vice president of marketing for Simi Valley, Calif.-based Bugle Boy. "We expect these commercials to reach out and grab our customers."
The spot ends with the words "Bugle Boy Nation" and the client's Web site address superimposed on the screen.
The agency is currently in production on a second spot. The ads will air in spot markets during prime-time programming and nationally on MTV. --Teresa Buyikia