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American Eagle Casting “Real People” in Ad Campaigns


Starting July 23, American Eagle Outfitters is going back to “Life,” back to reality with its back-to-school campaign, “Live Your Life” featuring 15 real people — see what I did there? And you too can be part of their nationwide campaign.

American Eagle Casting Real People in Ad Campaigns

Also kicking off July 23 is a contest to find American Eagle customers to appear in the retailer’s spring 2013 campaign. Hopeful contestants will submit a photo, answer some personal style questions and scrounge up support via social media.

The 250 people with the most votes in each of the 15 jean styles will get some face time on the AE website and mobile app. Then each week for four weeks the company will pick one winner per category.

Finally, a public vote on August 30 will determine the nine women and two men to be featured in the spring campaign. That seems a bit disproportionate, but, alas, so is the world of modeling.

Sure this sounds like a lot of work, particularly if you’re as lazy as I am, but in addition to being part of a national campaign seen in the likes of Cosmopolitan, Nylon, Teen Vogue and Facebook as well billboards in Times Square and SoHo, there’s also a cash prize. And money is always the greatest motivator. [WWD]

Written by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester dot brathwaite at gmail