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Fallon McElligott, the agency that introduced the world to “advertising superstar Dick” for Miller Brewing, is resurrecting America’s “premier spokesdoll, Buddy Lee,” in its new campaign for Lee Apparel Co.
The Buddy Lee character–played in the new ads by an actual promotional doll the Merriam, Kan.-based jeans maker used in the 1920s–is the centerpiece of an estimated $30 million campaign for Lee Dungarees. The new subbrand of jeans is intended to attract 17- to 22-year-olds to the Lee brand.
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