The music video-styled campaign for Lee Dungarees breaks July 30 from Publicis Groupe's Fallon, Minneapolis. T-Bone Burnett wrote the score, which is sung by country artist Junior Brown. Rapper Chuck D of Public Enemy and actor Curtis Armstrong (Booger from "Revenge of the Nerds") also will make cameo appearances.
Each 30-second spot sets up the celebrities in a scene of near-disaster from which Buddy saves them to prove the the tagline's payoff: "You can't bust 'em."
ESPN will be the major media outlet, with TV on ESPN, ESPN2, and sponsorship of ESPN's game show Two-Minute Drill, plus print in ESPN the Magazine.
Online components will include espn.com, onion.com, and the Buddy Lee micro site. -- Kate MacArthur
Copyright June 2001, Crain Communications Inc.