Buddy Who? Lee Jeans Introduces the Lee Woman and the Lee Man

Denim Brand Returns to Can-Do Roots With GSD&M Campaign

By Adrianne Pasquarelli. Published on Sep 06, 2016

Editor's Pick

Lee Jeans today debuts a brand refresh, complete with TV spots, a new website and a digital push as a way to reengage customers who may have been drifting away.

The heroes of the new "Move Your Lee" ad platform are the Lee Man and the Lee Woman, who each appear in his and her own 30-second TV spot. The Lee Woman is "lean, mean and covered in jean," as she works as a physician, rides a motorcycle and takes care of her kids and husband. Similarly, the Lee Man likes to crash through boardroom walls and crushes having fun as he wears his "freedom pants."

"We created this purpose, this life in motion," said Kim Yates, who joined the VF Corp.-owned brand as VP of marketing from Procter & Gamble last year. "There's this playfulness, an unpretentious nature of who we are that's always been there in the humorous way we approach the consumer and we wanted to bring that back."

She noted that Lee's innovative fit, which includes stretch and cooling, wicking and warming properties in its jeans, allows its wearers to embrace a more active lifestyle. Interestingly, this "can-do" life was initially introduced by Lee's founder, Henry David Lee, who created the brand 127 years ago.

"From an innovation standpoint, we're still in sync with our founder, but from a communication standpoint, we weren't," said Ms. Yates, who noted that most consumers only remember ads featuring the doll Buddy Lee, which first aired over 15 years ago. VF Corp. purchased Lee in 1969.

The 30-second spots will also air in 15-second versions. A 45-second video will appear online that includes mini vignettes as well. Lee's new website debuted last week, and the brand is also rolling out new products for both men and women this fall. Omnicom's GSD&M handled creative duties, while Lee worked with Starcom on media and Hill & Knowlton Strategies on PR.

Read more about the campaign over at

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Sep 06, 2016
Chief Creative Officer:
Jay Russell
Lee Jeans
Group Creative Director:
Kris Wixom
Group Creative Director:
Alisa Wixom
Art Director:
Nicholas Troop
Maxx Deleaney
Director of Production:
Jack Epsteen
Executive Producer:
Laura Busino
Becky Carrel
Account Service:
Shawn Mackoff
Account Service:
Lauren Paver
Account Service:
Jeff Talmadge
John D'Acierno
Nicolas Howard
Business Affairs Manager:
Lindsay Wakabayashi
Business Affairs Manager:
Jillian English
Project Manager:
Theresa Mayet
Derek Dollahite
Maria D'Amato
James Steckel
Terrence Schuchard
Production Company:
Park Pictures
Terri Timely
After Effects:
Post Production Editor:
Jacob Stern
Spencer Gilliam
Singing Serpent

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