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TAXI TIME: To promote its jeans “with secret slimming features,” Jones New York Jeans will hit the streets, literally. Videos will run this month on Taxi TV, and images will appear on Taxi tops from Feb. 4 through March 10. This is the second time that Jones New York Jeans has taken to Taxi TV to do its advertising. The campaign will also run online.
The ads were filmed and photographed by Mark Seliger, who also wrote and sang the song that’s featured in the video.
“The spring campaign was conceived around the phrase ‘Keeping up with the Jones,’ where Mr. and Mrs. Jones are always one step ahead and in motion,” said Seliger. “The music was mainly composed by Joey Peters, who I have worked with for years. With Joey being in L.A., he sent me the music in New York and I just bounced around a couple of lines and then sang a melody and harmony and submitted that song, along with seven other options from other musicians, to Jones New York.”
In one of the 30-second spots, model Caroline Winberg zips through Manhattan traffic on a motorcycle with model Paul Sculfor and then is dropped off to join her friends. Jones declined to reveal the spring budget.