Lee Jeans: Mike Rowe

Mike Rowe has teamed up with Lee Jeans to share his common-sense philosophy on denim – a straight-forward approach that mirrors the 120-year-old brand known for its authentic quality. Rowe, creator and star of the Discovery Channel’s “Dirty Jobs,” is not shy about what he looks for in a pair of blue jeans. "It's pretty simple," said Rowe. "They should last. They should fit. They should fade. They should never cost more than fifty bucks. And they should be blue."

Rowe's attitude about shopping for jeans will be central to the campaign. "Frankly, I've never understood the whole notion of jamming yourself into a dressing room with an armful of new styles to find the ‘perfect look,’” said Rowe. “And from what I've seen, I'm not alone. The guys I know aren't going to spend a hundred dollars on a pair of pants with rhinestones and fake stains and zippers to nowhere. And don't even get me started on jeans with rips and holes already in them. Madness."

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Advertising Agency: Arnold, NYC, USA
Chief Creative Officer: John Staffen
Broadcast Producer: Pete Scudese
Creative Director / Art Director: Ken Ferris
Creative Associate / Copywriter: Matt Guerra
Print Producer: Raquel Duarte
Production: Supply & Demand
Director: Greg Popp
Director of Photography: Bob Gantz
Producer: Henri Dragonas
Photographer: Philipp Von Heffen
DP, Web videos: Dennis Nadalin
Editorial: Homestead Editorial
Editor: Charly Bender
Producer: Lauren Cancelosi
Music: JSM Music
Producer: Ross Hopman


CommandZ's picture
2504 pencils

The same old tired celeb spot bereft of an idea. So this guy wears them, so what.

Guest's picture

Oh! girlfriends these days. They fake a lot of things.

Shadow Ops's picture
Shadow Ops
150 pencils

Uhh...seems like this ad is aimed at 45 year old divorced guys who don't want to drop $120 on on Diesel Jeans or whatever. It's fine...folksy...Lee's not an edgy brand so they want to crawl out of Wal Mart and back into somebody's drawer. Mike's likeable. It would have been a scream if that gal had slapped his ass.

Let's keep advertising fun

Temple's picture
10925 pencils

I like Mike Rowe but I must confess he's orders of magnitude funnier in his Discovery show than in this ad.

Guest's picture

Just looking at him makes my jeans fall off...

Guest's picture

I love Mike Rowe, I usually watch this with my husband and we laugh so hard at his sense of humour.

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