Matthew Miller
Sep 4, 2014

Is China ready for Buddy Lee?

Promoting its 125th anniversary and its fall/winter collection, Lee Jeans is introducing its doll mascot, Buddy Lee, to China with a series of online films by TBWA Hong Kong.

wide player in 16:9 format. Used on article page for Campaign.

Client: Lee Jeans

Agency: TBWA Hong Kong

Market: Greater China

Campaign scope: Online films and WeChat activity

Facts: The brand released three films that showcase its 101+ series while its "iconic cowboy mascot", Buddy Lee, visits a Chinese city with a local celebrity tour guide: Shanghai with Xiaojun (above and on youku), the Hutongs of Beijing with Mike Sui and Guangzhou with Merlin. The spots end with a call to action for fans to post their own photos of the cities on a WeChat site for a chance to win a pair of jeans.

Press release quote: "Shot from Buddy’s one-foot perspective, the films give the audience a sneak peek into Lee’s 101+ denim series, which has small and thoughtful design details into the patches, rivets and stitches."

Comments: Although Buddy Lee goes way back, we're not sure how familiar, let alone "iconic", he is to consumers in China, so having local celebs give him a tour and an intro seems like a savvy decision. Video views on Youku are quite low so far, but the campaign has only just launched.

Source:
Campaign Asia
Topics

Related Articles

Just Published

22 hours ago

Agency Report Card 2024: Dentsu Media

Dentsu Media navigated a turbulent 2024, marked by financial pressures, leadership instability, and structural reorganisation, even as it pushed forward with AI investments and selective market successes.

22 hours ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

23 hours ago

Google enhances ads portfolio with new AI-powered ...

The tech giant unveiled a series of updates to Google Ads, analytics and search, including launching agentic AI tools.