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By Published on .

Guess? Inc. will premiere a new ad campaign for early fall based on a recent Martin Scorsese movie, though which one company President-Creative Director Paul Marciano isn't saying.

For now, all he wants to talk about is his spring campaign that breaks shortly, part of the company's $25 million in 1997 advertising.

That effort will appear in February magazines, on outdoor boards, buses, transit shelters and telephone kiosks.


The big surprise about this campaign, created in-house, is that there is no surprise, at least not in the way Guess? usually startles. The models look and act like the college-age kids they are supposed to be, on spring break. The look is a lot lighter than previous Guess? campaigns.

Guess? has used provocative and sometimes steamy images in its ads for the past decade. The last featured a shot of a teen-age model at the movies, looking not at all juvenile with a bucket of popcorn between her legs. Although well-received in Europe, Mr. Marciano admits it wasn't a hit in the U.S.

It wasn't one of his favorites either. "For the last 18 months, I had been more involved in Guess? licensing than advertising," he said. "The fall campaign didn't reflect what I wanted."


The new campaign marks his return to "uninterrupted" involvement in Guess? advertising. His print work is known for its lack of color and copy, but that too will change in the spring campaign, which uses both-though copy is terse.

Only the words "stretch," "dark denim" and "Guess?" appear in the ads.

The media schedule includes 200 pages during February and March, according to Mr. Marciano, and will also be presented in multipage inserts of up to 10 pages and on the company's newly designed Web site

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