Customers to Star in Back-to-School Ads for AEO

A DOSE OF REALITY FROM AEO: American Eagle Outfitters is getting real for its next ad campaign.

The retailer will use real people in its back-to-school ads slated to debut on July 23. Called “Live Your Life,” it will feature 15 men and women with a unique sense of style wearing American Eagle jeans. They include a magazine editor, surfer, contractor, pro basketball player, student, actress and artist.

“The ‘Live Your Life’ campaign is about celebrating individual style and putting the customer at the center of our brand,” said Michael Leedy, chief marketing officer. “Each member of the campaign shows off a unique denim fit and the multitude of looks you can build with a great pair of jeans and our colorful tops and accessories.”

Also on July 23, the retailer will kick off a contest for customers to be featured in the spring 2013 campaign. They will be asked to submit a photo, answer personal style questions and solicit votes via social networks. The 250 people with the highest votes in each of the 15 jean fits will be displayed on the American Eagle Web site and mobile app, and the company will select one winner a week in each category for four weeks. A public vote on Aug. 30 will determine the nine women and two men who will be used in the spring campaign. They will also receive a cash prize.

The “Live Your Life” advertising will run on national broadcast and cable stations The print component will include Cosmopolitan, Nylon, People StyleWatch, Seventeen, Teen Vogue and Us Weekly. It will run on digital sites such as Hulu, Facebook and YouTube, and billboards are set for Times Square and SoHo in New York.