Ruby Rose fronts JAG campaign
TV presenter Ruby Rose appears in a new music video performing Blondie’s One Way Or Another in a campaign to promote denim brand JAG.
The so-called celesbian writhes on a bed with a male model in the branded content video.
The strategy, labelled “Get Back” is being led by agency Bashful as part of a wider overhaul for the brand which includes logo, packaging, retail look and feel, ambassadorship and multi-channel media campaign.
According to the announcement: “Bashful’s development of a visual metaphor for the spirit of JAG – rock chic – culminated in the appointment of Ruby Rose, Australian DJ, model, television presenter, MTV VJ, radio host, recording artist and actor as the new face of JAG.”
Ty Robinson, marketing manager of JAG said, “We felt it was time JAG got back to its roots, combining the energy and inspiration of the label’s inception in the 1970s with the experience and extensive credentials as a denim based brand over the last 40 years. Ruby Rose is a perfect fit. Ruby embodies JAG’s cutting edge rock-‐chic denim positioning and will fast track the brand back to its credible beginnings.”
Simon Bookallil, CEO of Bashful said: “Get Back is more than just a campaign -‐ it’s an attitude - and comes with a complete re-launch of the brand from product, through to digital presence and point of sale.”
The Ruby Rose track was recorded with Australian music producer Paul Mac. The video was filmed in Sydney, directed by Peanut and produced by Heckler. PR is being handled by Tailor Maid Communications.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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That was a lot of things coming together at the same time.
Just made me feel weird.
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Oh Dear.
This is very average.
Simon Bookallil, I think it’s time to stop rehashing what you have done for Lee, Wrangler…. etc.. many many moons ago, It’s getting a bit old and tired. You can’t just keep saying “it’s an attitude” and release bad MTV soft porn.
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This is the least sexy thing I’ve ever seen. Veronica Mars did that song better doing Karaoke.
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Say what you want about the clip but there’s no denying Ruby Rose looks stunning! and is sure to get a great deal of the attention for both herself and the brand.
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Yawn…
Old brand, old song, old concept! Old Old Old!
Missed opportunity in my view – JAG certainly needs a refresh but rehashing heroin chic for the sake of some publicity seems tired. Plus isn’t Ruby Rose a lesbian? What is she doing writhing around with a bloke? Not that I care either way, but that seems off-brand too…
Also I’m surprised Paul Mac would have anything to do with something so cliche – he used to be the forefront of Australian electronic music, whats become of him?!
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@Frankiemay – true
Ruby rocks. She can do whatever she wants.
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Gee what a bunch of sour pusses … I thought it was very good and yes Ruby Rose pulled it off nicely … and she was acting in the clip …. hense the hetro feel …
I’m sure she is a lot more popular than you old stodgers and has lots more fans … that is why she is the face of so many things… something must be working or she wouldn’t keep getting the gigs… so all you who Neg her … should get a job.
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It would have been nice if she’d looked like she was singing the song… rather than just talking the words…
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Nothing against Ruby or a well shot campaign at all – just an observation that the list of Ruby’s titles – Australian DJ, model, television presenter, MTV VJ, radio host, recording artist and actor – feels really long and feels like it detracts from Ruby in the release rather than adds
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