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Published on .

In its fight for consumer recognition as the original jeansmaker, Lee Co. is bringing out of retirement 1920s icon Buddy Lee, who will star in the marketer's largest product launch ever. The $30 million ad push for the younger-targeted Lee Dungarees is tagged "Can't bust 'em." In TV commercials, "man of action" Buddy risks life and stuffed limb to help people who really don't need the assistance. The main national ad push won't begin till July, but the spokesdoll also stars in a short biographical film that debuted on Comedy Central last week. Posters featuring Buddy also have gone up. Copywriter: Greg Hahn. Art director: Andy Azula.
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