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BUGLE BOY, MAVI LAUNCH TV JEANS CAMPAIGNS

Battle for Sales Intensifies in a Tight Market

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SAN FRANCISCO (AdAge.com) -- It's not just the major players who are slinging for customers in this year's intense battle
In the lastest spot, a dog loves Bugle Boy jeans.
for share of the changing jeans marketplace.

Bugle Boy Industries' Bugle Boy jeans has launched a $5 million campaign from Gigante Vaz Partners, New York, which includes TV spots showing a dog's attraction to the leg of a boy wearing the jeans.

In one spot, the boy is waiting at a department of motor vehicles when a Jack Russell terrier approaches and lovingly rubs against the Bugle Boy-clad pants leg. In a second, the terrier chases the boy in a parking lot.

Bathtub group
Also out with a TV and print push is Mavi Jeans. In a campaign from San Francisco shop Leagas Delaney, Mavi emphasizes four letter words, such as legs and hips with the tagline "mavifits."

In one spot, running on MTV and MTV2 in the U.S. and MuchMusic in Canada, teens taking over a home tug a woman wearing the low-rise jeans into a

Eyeing the merchandise, a young woman in a wet t-shirt enjoys her group tub time in the new Mavi spot.
bathtub where a number of party-goers have congregated as they soak each other. Brothers Emmett and Brendan Malloy directed the spots.

Mavi print will run in YM, Teen People, Jane, Interview, Blackbook and Wallpaper magazines as well as Elle Quebec, Norway and Sweeden.

Crowded jeans market
The campaigns come to a crowded jeans marketplace where Levi Strauss & Co. has launched its first work from new agency Bartle Bogle Hegarty, New York, and where retailer The Gap, from agency Laird & Partners, New York, has upped its spending to push its back-to-school jeans products.

All this comes at a time when the jeans marketplace is changing, with women for the first time starting to overtake men in terms of jeans purchases and when retailers early in the season have begun to discount denim and to offer two pairs for the price of one and other incentives.

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