It was reported by Stuart Elliott in today’s New York Times that Lee Jeans is using Mike Rowe as its spokesperson. Mike Rowe, the guy from the Ford commercials, is the star of America’s Dirtiest Jobs (or whatever it’s called). His fame comes not from the show, which probably does a 2.2 rating on Cable, but from walking around Ford showrooms and using his sing-songy manly voice.
The fact that Mr. Rowe is the news of the Lee Jean advertising story shows how shallow the strategic idea really is. Moreover, Lee has 3 agencies carving up the work: Arnold Worldwide, GroupM (for media), and Barkley of Kansas City for PR and didge. The total budget is about $10M and you know a chuck of that goes to Mr. Rowe.
So let’s recap. National challenger brand. No identifiable, differentiated brand strategy (comfort a man would love?). A spokesperson famous for selling cars. A limited “jump ball” budget shared by 3 partners. And a product with little to talk about. About right?
Arnold is actually a good shop with breadth. Lee should go all Joel Ewanick on itself and give them the entire business. Then turn Amber Finlay loose, Arnold’s new head of digital strategy. I bet she could multiply the dollars. Lee needs a little brand spanking and, if allowed, Arnold is the kind of shop that can do it. Was there a buy-out clause in Mr. Rowe’s contract? Peace!