JAG JEANS TVC featuring FatBoy Slim's "Gangster Tripping"
From the mid 1990s to 2000, JAG JEANS, a product of
Fil-Pacific Apparel Inc., invested in advertising to level-up its image in the
crowded jeans market that included known imported brands and rising local,
quality brands.
TWO JAG MODELS MEET
It was during this period that it churned out a slew of
commercials that began turning head—from the 1996 “Merman” TVC, that won a Creative
Guild Award, to the “Senses” TVC for it female jeans line that captured a
significant number of production/technical awards (best in cinematography, art
direction) at the Philippine Advertising
Congress in 1998.
In 1999, JAG JEANS took another risk by launching a campaign
that was shot in Sydney, Australia for 9 days, using Aussie talents and a
production house. In this casually cool
commercial, the city becomes the ramp on which our JAG JEANS strut their
fashion stuff.
We follow them around, walking and posing nonchalantly on
the graffiti-lined streets, inside a
train, a male’s shower room. The music of FatBoy Slim provided the track for
this commercial with his big beat, electronic new funk rock song. “ Gangster
Tripping”.
The 30 sec. JAG JEANS had even shorter 15 sec. versions, one
of which is featured here.
CLIENTS & AGENCY CREATIVES WITH SYDNEY PRODUCTION CREW
CREDITS:
AGENCY: JIMENEZ DMB&B
Copywriter: ALEX R. CASTRO / Art Director: DON SEVILLA III
JIMENEZ DMB&B's winning ad for Jag Anti-Fit, aired June 1996
Jeans ad featuring
merman makes waves
(from a PR article published in the Philippine Star and Manila
Bulletin, Sep. 1996)
The new JAG Anti-Fit commercial is making waves, literally,
with its focus on a mythological sea creature. Titled “Merman”, the ad is
catching the fancy of viewers. It features a man shown swimming with a
fishtail, then removing it afterwards to put on a pair of JAG Anti-Fit Jeans.
Using a merman as model for denim jeans is indeed a fresh
idea,
Australian model MATT CHENEY, a competitive swimmer, and did all the swimming scenes in the ad.
“We had to think Anti-Fit. I think this is synonymous to
being rugged, daring, comfortable and even controversial”, says Jun Reyes, the
commercial’s director.
“When we say jeans, it usually refers to tight-fitting
denims, so the idea behind the commercial is to show how we can feel
comfortable with jeans”, adds Alex Castro, who collaborated with Reyes on the
JAG ad. “ We fitted a man with the tail of a fish to show how constricting
denims can be. It shows the limitation of movement. It is not relaxed, not
comfortable. Then we show JAG breaks out of the denim stereotype”.
WATCH JAG ANTI-FIT "MERMAN" TVC HERE:
Source: JAGJeansPh
To make the commercial work, the team relied on realistic
props and materials. Says Reyes, “it took hours to put the fish tail on the
model. He had to wake up at 4 a.m. for the make-up artist to work on him. We
really made sure that the tail would appear as though it was a part of him. We
used prosthetics so that the tail would look real. And the tail was detailed
for the model so that it would not make him uncomfortable. We had a another
tail on reserve in case it got damage. The model had to be carried by 4 men to
the beach.
JAG ANTI-FIT "MERMAN' TVC SHOOTING IN BOLINAO, PANGASINAN
Choosing the ideal site for the commercial was also crucial.
The shoot was shot in 2 locations: Anilao, Batangas for the underwater scenes,
and Bolinao, Panagsinan for the beach scenes.
Reyes and Castro said the commercial was easy to do. They
shot the underwater scene for a day, and the scenes above the water overnight.
Since models count a lot in the success of a commercial, JAG
made sure they had a perfect merman in its ad. “We had to look for a model who
is rugged and suave at the same time. These qualities we found in Matt Cheney,
who is a swimmers and a model from Australia. He was paired with Carol Dunbar
to add appeal to the commercial. Together, they epitomize the image of JAG—young,
spirited, adventurous”, Reyes explains.
The prosthetic fish tail was molded on the model's body
Mythological creatures, gorgeous bods, and a cool concept.
With all these elements combined, the JAG Anti-Fit commercial is already making
a big splash on TV screens.
NOTE: JAG ANTI-FIT ‘MERMAN’
TVC was adjudged by the Creative Guild of the Philippines for the month of
September 1996.
CREDITS:
AGENCY: JIMENEZ DMB&B
Copywriter: ALEX R. CASTRO / Art Director: NIKKO CORNELIO
Producer: PAUL SUAREZ / Account: ANNA DOMINGO
PRODUCTION HOUSE: UNITEL
Director: JUN REYES
D.O.P. BOY YÑIGUEZ, LEE BRIONES / Editor: IKE VENERACION
Production Design: TOMMY NG / Executive Producer: Deet Castillo
In the late 70s, jeans took on a new status—apparel not
just for the working class, but for the
rich, the beautiful and the famous—with the emergence of so-called
“designer jeans”. Calvin Klein made
them, So did Gloria Vanderbilt. Let’s not forget Sergio Valente and Sassoon. Suddenly, it was “in” to wear jeans again, and
a new jeans era began, with a slew of jeans manufacturer, both local and
international, jumping into the denim bandwagon. There were Faded Glory jeans, Bang-Bang, and good ol’
Levi’s. But there was also Cacharel, Bunny Jeans, Boogie Jeans, and Pepe Jeans.
There were acid-washed jeans, stone-washed jeans , skinny jeans, double
denims.Jeans were crushed, frayed, and
faded and braided. And all sported labels that everyone flaunted with flair. Let’s
have a retro-look at some Philippine advertising from the Decade of Denim, the
1970s and early 80s.
BAX JEANS, 1978
BANG-BANG JEANS SHOP, 1974
JEANS CACHAREL, 1980
HUSTLER JEANS, 1978
JAG JEANS, 1978
KLIK JEANS,1978
PADDOCKS JEANS,1978
BOOGIE JEANS,1979
SOLIDENIM FADERS, 1975
WANTED JEANS,1978
YOUNG IMAGE JEANS,1980
PEPE JEANS, 1984
PHOTO CREDITS:
All identified jeans advertisers, their ad agencies and photographers,
