OWN&P Revamps Lucky Brand

We’ve seen talking lizards, sturdy pink bunnies and Spanish-speaking Chihuahuas. Meet the latest spokes thing: a wisecracking, profane sham rock.

A character called “Happy Go Lucky” stars in 11 TV spots rolling out for Lucky Brand Dungarees. The ads, which mark the client’s first appearance on TV, are from Odiorne Wilde Narraway & Partners, San Francisco, which was named lead agency on the $10 million account this year after a review.

“We wanted to create a branding campaign, not fashion ads,” agency chairman Jeff Odiorne said. “Lucky has a very unique culture and personality that permeates every aspect of the brand. The trick was to create a campaign that captures this personality.”

As such, the spots mostly stay away from images of jeans and runway models, focusing instead on building the Happy character in parodies of ’50s ads. Shot in black and white, the spots show Lucky singing songs about the brand—and throwing in bleeped-out profanities and wisecracks about being a corporate shill.

In one spot, he sings about the pitfalls of working for a jeans company. In another, he croons about how Lucky clothes are the toughest pants on the market.

The spots will run nationally on cable networks such as Comedy Central and VH1. The campaign’s duration was not disclosed.

“This was an exciting challenge to create television ads that promote the Lucky Brand,” said Barry Perlman, co-founder and president of Lucky Brand. “We’re experiencing phenomenal growth, and we are committed to delivering our message through television.”

“We were worried that our humor and vision would be hard to translate to television, but the guys at OWN&P got it,” added Gene Montesano, CEO and co-founder.

Lucky Brand, based in Vernon, Calif., makes denim jeans, T-shirts, sportswear and other products for men and women. The clothes are sold nationwide in company and department stores.