After a 14-year absence Bugle Boy Jeans is running an ad campaign that introduces the brand's first television advertising since 1988, when it launched its commercials asking "Are those Bugle Boys
you're wearing?" The two 30-second spots created by New York-based agency Gigante Vaz Partners, Inc., a Jack Russell Terrier named "Pete" wreaks havoc on the Bugle Boy-clad pant legs of teens at
locations such as the local department of motor vehicles and a deserted parking lot. The spots began airing on MTV the week of August 19th in a five-week national Back-to-School campaign. The total
campaign budget is estimated to exceed $5 million. Bugle Boy is aiming at the young men's and boys' fashion market. National retailers such as Wal*Mart will carry the brand.