Haggar Clothing Co., Dallas, today breaks a $10 million campaign for its StoneWashed Khakis line of men's pants. TV spots, tagged "American generations,'' are the first Haggar work from Foundation, Seattle. The b&w commercials feature young couples in restaurants as the men are trying to propose; as each fumbles for the ring, the camera focuses on his Haggar khakis. Four 30-second spots will run in 31 markets nationwide on network programming. Haggar moved creative for the account from GSD&M, Austin, Texas, in March and media from GSD&M to SFM Media, New York, a month later.
Copyright October 1999, Crain Communications Inc.