In a new $5 million TV and print campaign that marries old creative with new, from agency Lotas Minard Patton McIver, New York, Jordache Enterprises is looking to capitalize on the current revival in '70s fashion.
A re-scored version of the ubiquitous '70s jeans music-"You Got the Look"-and resurrected images from an original commercial segue into a '90s version of the brand in the 30-second spot, "Disco."
A second spot, dubbed "Street," features an operatic version of the song accompanying images of a young couple watching wistfully as an older couple wearing the jeans walks by.
TV breaks today and print ads will appear in September issues of Mademoiselle, Seventeen and YM.
FIRST PUSH SINCE LATE '70S
Although the company has advertised occasionally over the years, this campaign marks the first focused effort since the late '70s.
Print ads use different images and models, featuring young women in contemplative poses in high-tech rooms that evoke a discotheque setting.
"It's a fun juxtaposition that hits a chord right this minute because the '70s are so ascendant in fashion," said Sally Minard, a partner at Lotas Minard. "The product has been there all along, but they've just been really quiet on the advertising front."
Winner Media, New York, is handling media buying and planning for the new campaign, which targets 16-to-24-year-olds-though it's unlikely anyone in that age group remembers the original advertising or the product when it was at its peak.
But 20-year-old Shaul Nakash, director of advertising at Jordache, does. That's because his father, Ralph Nakash, and uncle Joe Nakash, own the company.
The younger Mr. Nakash also is probably the lowest-paid ad director around. Also a student at the University of Pennsylvania's Wharton School majoring in marketing, Mr. Nakash said in an interview that he has repeatedly told his father he should advertise the brand.
"I used to come home all the time and say, 'How come you don't do advertising?' " Mr. Nakash said. "Finally, one day, he said, 'Fine, you do it."
AD DIRECTOR EARNS $6/HR.
In addition to his $6 an hour summer job working at the company's warehouse loading dock, Shaul Nakash holds the formal company title. He conducted the agency review and awarded the business to Lotas Minard.
He also charged Neural-Net with producing Web sites, one basic and one souped-up version (www. jordache.com), also debuting today.
In addition, a disco version of the Jordache song is being produced on CD and will be given out as a promotional item.
Though he still earns only $6 an hour, Mr. Nakash admitted, giggling, that since taking on the advertising director responsibilities, "they gave me a Ferrari f355 Spider convertible."