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Mecca USA - Jean Therapy
2000-Jul-01
A program of eight new advertisements were shot in a laboratory warehouse and carry the tagline "Jean Therapy. Sicker than your average denim."
The ads feature Dao-Yi Chow wearing product from the new Fall Mecca jeans collection with a simple white T-shirt. This is to highlight the care and attention taken on constructing the Mecca DNM product, comparable to laboratory conditions.
Product descriptions are listed on prescription labels.
The ads will appear in magazine editions from July onwards and tie in with the design and packaging elements in the Fall 2000 collection.
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