Ads Pitch Apparel Maker's Youth Appeal
BOSTON--Toth Design & Advertising this month launches a $7 million print and TV campaign for Seattle-based Union Bay apparel that focuses on the authenticity and youthful appeal of the brand.
The campaign uses the "UB--Open to interpretation" tagline. By playing off that theme, each ad uses the UB acronym in a playful way. One commercial features a young man, complete with tongue ring and Elvis-style sunglasses, attempting to drink a cup of hot coffee while driving.
He places the coffee between his Union Bay-clad legs--at which point the spot freezes and the words "Unsafe Beverage" appear above the coffee. The driver hits a bump and yells. The image fades to the brand name against a black screen.
The second ad, titled "Unemployed Baby sitter" features an Erica Jong-reading baby sitter who throws a party. She loses her job when the parents return to find their house filled with dancing teenagers. The third spot, a 15-second execution called "Upward Bound," shows teens who, through stop-motion photography, appear to be flying.
The tagline "Open to interpretation" is new, said Toth account manager Kristin McKee. Toth, Union Bay's agency since 1996, has used different taglines in each campaign, she said.
Each tag has utilized the theme of individualism and freedom. The spring campaign, for example, used the tagline "On the verge of freedom."
The commercials will run on MTV at the end of August. Additional buys on Fox, ESPN2 and Comedy Central are also being evaluated. Print executions, both single-page and spreads, are scheduled for Details, Spin and Rolling Stone. Media buying is handled in-house.