Fashion brand Candie's didn't have to look far to find its new pop-music "it girl": "Heroes" star and Candie's spokeswoman Hayden Panettiere.
As part of the latest deal linking its teen clothing line to a young female music act, Candie's will help promote the song "Wake Up Call" from Panettiere's forthcoming album from Hollywood Records.
While financial terms were not released, Hollywood says Candie's will absorb the "majority of the cost" of the single, which will include a multimillion-dollar ad buy on cable and network TV, a print campaign and a music video.
The ad campaign will begin at the end of July, while the song will be released digitally Aug. 5. "Wake Up Call" will appear on Panettiere's still-untitled debut album, which is slated for 2009.
Candie's announced an advertising and marketing pact with Panettiere in February. The brand's incorporation of her music into the campaign follows...
Click here for the full article, including details behind the ad campaign, why Panettierre was eyed by Iconix executives for the ads, a look at the who directed the video and commercial, and more.