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By Trevor Jensen
CHICAGO–Two new lines of Lee jeans will be introduced with TV spots by Fallon-McElligott during the inaugural game telecast of the Women’s National Basketball Association.
‘The New Look of Lee’ is the tagline for commercials launching Flares and Dungarees, new trouser lines from the Lee Apparel Co., Kansas City, Mo. Print work, including advertorial sections in Vogue, Mademoiselle and Details, will complement the spots. The TV commercials will break June 21 during NBC’s telecast of the opening game of the WNBA, for which Lee is a charter sponsor.
The ad for the Flares line features two characters first seen last summer in a Lee spot, ‘Coffee Shop,’ where a young man nervously downs coffee while working up the nerve to put the moves on his waitress.
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