Jean Machine breaks back-to-school campaign
By Adnews Staff
Clothing retailer Jean Machine of Toronto has begun a new back-to-school advertising campaign to promote itself as the store that has everything that is denim. "The campaign plays to the independence of our customers," said Jason Perlman, the company's marketing director. "They're really ad-savvy. So we took a jab at the kind of advertising they'd find least persuasive. We don't even show our product in the ads, which is a big leap for a denim retailer." The campaign consists of two posters plus radio advertising. The first poster shows a man in a denim karate outfit. The headline reads, "Everything denim." Smaller text reads, "Except clothes you wouldn't be caught dead in." The second poster shows a woman wearing a denim wedding dress, along with the same headline. The body text reads, "Fashion crimes notwithstanding." The radio ads take a similar approach. In one commercial, a police officer describes the virtues of his denim uniform. The ad ends with the voiceover, "Everything denim, and denim for everyone. Okay, not everyone." The campaign was created by the Brainstorm Group of Toronto. According to the company, a similar initiative is planned for the holiday season.