Jean Machine begins fall campaign
By Adnews Staff
Clothing retailer Jean Machine has begun a back-to-school advertising campaign aimed at young people aged 12 to 24. The campaign, created by BrainStorm Group of Toronto, makes use of photographs of young people in sexualized situations. One ad describes the company’s products as, “Workout gear, if you’re juggling guys.” Another execution suggests that cheating on boyfriends and tests is more acceptable than cheating on jeans. “Jean Machine competes with the American Eagles, H&Ms and Diesels for share-of-butt,” said BrainStorm creative director Dorothy McMillan. “But its competitors are outspending them exponentially. We wanted to create something that was aggressive and unafraid, to grab greater than fair share of mind.”
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