Lee Apparel Co.'s Riders and Marithe & Francois Girbaud, divisions of VF Corp., show there's more than one way to advertise a pair of jeans. Conspicuously absent from campaigns breaking this month is the sexy sell of most marketers, though fit is a prevailing theme of both. Riders, which spends about $6 million annually on media, introduces in TV spots from Fallon
McElligott, Minneapolis, "The Measuring Men," who deftly measure the legs of unsuspecting subjects as they sunbathe and get haircuts. Girbaud takes a hipper approach in the first leg of a $5 million campaign from Berlin Wright Cameron, New York, with print ads positioning Girbaud jeans as "made for life."