Low-Rise Styles Get Push in Levi's, Lee Spots

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SAN FRANCISCO ( -- Major jeans marketers are breaking back-to-school ad campaigns pushing low-rise jeans for both men and women.

VF Corp.'s Lee Jeans, via Publicis Groupe's Fallon, Minneapolis, on July 8 breaks two humorous TV spots featuring mysterious happenings followed by cameo Buddy Lee appearances.

Levi Strauss & Co.'s Levi's jeans unveils its first campaign from Bcom3 Group's Bartle Bogle Hegarty, New York, in upcoming teen titles. Copy promotes "dangerously low" Levi's and will include an Internet effort and TV spots.

Lee spent $6.6 million, and Levi Strauss $71.6 million in measured media for jeans ads in 2001, according to Taylor Nelson Sofres' CMR.

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