| New York, NY – LUGZ Footwear announces its immense marketing blitz for the Holiday 2000 season. The well-known LUGZ animated promotional "blue" character which has left an indelible mark on urban fashion advertising, will return in the spirit of Christmas, spreading holiday cheer in the urbanized form of the legendary St. Nick. Created in association with Curious Pictures and artist Mitch Greenblatt utilizing “stop motion” technology, director Chel White begins the TV commercial in a snowy, dark city background underneath a bridge where Santa is attempting to brighten the climate with a warm Season’s Greetings message in graffiti. Low and behold, the resident security guard and his trusty dog companion spots the spray can, initiating the adventurous chase scene packed full of vivid animated imagery from detailed snow prints, to the actual breathing of these life-like characters on a cold winter night.
The action was choreographed to the elite vocals and music of the legendary hip hop group De La Soul completed exclusively for LUGZ. The track is filled with various melodic horns dancing over syncopated drum beats, highlighting its Holiday tone. The group made history, becoming the first to go against the grain of macho braggadocio and reckless social comment. De La Soul instead put forth socially conscious lyrics and in conjunction with their natural quasi-hippie attitude enabled De La Soul to pave the way for various “alternative rap” groups. The trio is currently on a world tour promoting their new album Art Official Intelligence {Mosaic Thump} Vol.1.
The LUGZ Holiday TV commercial will commence on air November 13th and will run through December 2000. Networks and shows include: MTV, BET, UPN-(Parkers, Hughleys, Girlfriends), WWF Programming, Comedy Central-(South Park), USA-(FarmClub), NY Undercover and the new hip hop/sports thriller, ThunderBox. Promotional spots will be aired during: Moesha, Showtime at the Apollo, Soul Train, Mad TV, Source All Access, Cindy Margolis and MTV Loveline.
LUGZ radio spots will commence along with the TV campaign, one being created by De La Soul which serves as an extension of the animated TV commercial. Markets will include: Atlanta, Boston, Chicago, Detroit, Los Angeles, Miami, New York, Sacramento, Seattle and San Francisco.
From its auspicious inception in 1993, LUGZ has been an innovator in the footwear market from its rich endorsement history of hip hop entertainers and future industry superstars at the beginning of their careers, to the groundbreaking animation character themes famous today. As a fashion-forward brand, LUGZ has adopted a marketing-forward approach continuously re-inventing their well-known campaigns, while managing to stay faithful to its core urban base. The corporate mission is focused on its dedication to offering fashion, quality and style – product that is built for the city – at competitive price points. Over the years, these marketing concepts reinforced the LUGZ brand helping it to become a leader in urban footwear and apparel with 1999 sales reaching $200 million. Please visit our official website at www.lugz.com.
FOR ADDITIONAL INFORMATION PLEASE CONTACT:
CALVIN PETERS (212) 691-4700 ext 195
cpeters@jssi.com
**The animated TV commercial is available upon request.** |
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