Some jeans companies might go back further with their celebrity spokesmodels, but few go deeper than Jordache and Heidi Klum.
Five years after an association that spurred an advertising campaign as well as a capsule collection under the Jordache brand, Klum is back for an encore as the face — and choreographed body — of the brand in the company’s largest advertising campaign to date. It’s also the first in 20 years in which it’s hitting television and print.
This story first appeared in the August 8, 2012 issue of WWD. Subscribe Today.
Jordache declined to disclose the amount of the media investment. The brand, among the first to market higher-priced jeans through TV advertising, returned to TV last year in a campaign featuring “30 Rock” cast member Katrina Bowden.
The ads, in support of an expanded collection of Jordache available at Wal-Mart Stores Inc.’s 3,678 Wal-Mart units in the U.S., were shot by longtime Klum collaborator Rankin in New York and choreographed by Mia Michaels of “So You Think You Can Dance” renown. Previews of the campaign go live today with the TV ads set to break on or about Aug. 20. Final production details and the media schedule are still being determined.
“Heidi’s beautiful and a great businesswoman and designer, and she also turns out to be an amazing dancer with great stamina,” said Liz Berlinger, president of Jordache. “She danced from 10 in the morning until midnight in 5-inch heels. I’d have a hard time walking down the street in the heels she was wearing.”
While last year’s return to TV gave Jordache a chance to recapture some of its past — picking up on the original jingle and moving the brand through its various phases since it was founded in 1978 — the new campaign puts the 39-year-old “Project Runway” host into a less nostalgic environment, backed by an updated Seventies-style soundtrack from Brooklyn’s Ian Love. Reprising his role from last year, Ink & Co.’s Sam Sohaili conceived the ads with input from Jordache owner Shaul Nakash, who initiated contact with Klum.
In the ads, Klum dons four looks from the Jordache collection, starting with a red jean and moving into a superskinny. “We’re pushing a young missy product here, and Heidi is a great fit,” Berlinger said.
The campaign will be aired through national, local and cable buys, as well as in the pages of InStyle, Cosmopolitan, Latina and People StyleWatch.
Berlinger said the jeans assortment arriving in Wal-Mart stores later this month includes a full range of colors, as well as skinny silhouettes, stretch fabrics, a smattering of darker indigo and a range of six-stitch back-pocket ideas, all for $16.44.
She noted that Jordache will look to expand the Wal-Mart offering into categories such as tops, lingerie and accessories through internal expansion and licensing arrangements.
The brand has plans on its agenda beyond Wal-Mart. Picking up on the success of the company’s U.S. Polo Assn. brand, which already operates about 70 stores, Jordache retail stores are in the planning stage, Berlinger said.