YMI Signs TV Actress for Fall Ad Campaign
Los Angeles–based juniors denim brand YMI Jeanswear has enlisted teen actress Aimee Teegarden from NBC’s “Friday Night Lights” to promote the company’s Fall 2008 line with a nationwide print and outdoor campaign set to roll out later in June.
The campaign was recently shot on the roof of The Standard Downtown hotel in Los Angeles, providing a backdrop of the city’s skyline.
Employing Teegarden is a slight departure from YMI’s previous campaigns, which have involved using the winners of the Miss USA and Miss Teen USA beauty pageants. The company will resume that campaign for Winter ’09, said a company spokesperson.
The print ads will be featured in Seventeen, CosmoGirl and OK magazines, as well as on billboards around the L.A. Fashion District and other locations.
Company President David Vered said Teegarden’s presence on the Emmy-winning program about high school football presents a more lasting image to YMI’s customers.
“She embodies the YMI customer and represents the ideal vision of teen-agers today,” he said.Teegarden is a Southern California native. Aside from being part of the regular cast of “Friday Night Lights,” she will appear in the upcoming movie “Call of the Wild” with Christopher Lloyd.
YMI is sold at Nordstrom, Dillard’s, JCPenney and Macy’s. —Robert McAllister
