The “In the Jeans” campaign promotes designer Tommy Hilfiger’s denim sub-brand. The television spot juxtaposes the words “jeans” and “genes” and featues the children of actors and musicians describing the traits they inherited from their famous parents. The spots were filmed on location and the footage is framed by the signature Tommy Hilfiger navy logo bars to create an animated version of the Hilfiger brand logo.

The spots were used to target jeans customers in a relevant environment (MTV) while still maintaining the look and feel of the overall brand campaign, which generally occurs in print and outdoor venues.