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Article: NEWS IN BRIEF.(Men's apparel news briefs)(Brief Article)
- Article from:
- Daily News Record
- Article date:
- December 23, 2002
CopyrightCOPYRIGHT 2002 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In a major branding initiative, Amerex has begun trade advertising for Gerry, the outdoor apparel label it acquired in 1998. Using the tagline "bold in the cold," the creative shows a family in the middle of a snowball fight, and was shot in a New York studio by Alan Cresto. The visual is intended "to convey real recreational performance and reintroduce the brand to people in their thirties and forties," according to Rachel Entine of Ziccardi Partners Frierson Mee, the ad agency handling the account. Gerry, which began in 1945 in Seattle, supplied Sir Edmund Hillary's successful 1953 summit of Mount Everest as well as the first successful American expedition in 1963. In ...