Not sure how old you are? Here’s a simple test. Turn on your TV. Wait until a Jordache jeans commercial comes on. In one, a cute redhead and a high school hunk stare blankly into space. “I don’t understand,” he says. “I thought you didn’t want to be my friend anymore.” “I don’t,” she says, then kisses him. They sigh. Fade out.
If your immediate reaction is that someone should slap these two vacuous twits with a large wet fish, you are over 20. If, however, you find their adolescent angst a potent commentary on the state of personal relationships and the tragic barriers to world peace, then you are probably still in high school and a target for Jordache’s idiosyncratic, and very successful, campaign. So far the series of ads, including one in which the redhead whines, “I hate my mother—she’s so beautiful,” has helped double the company’s sales.
They’ve also made a vest-pocket celebrity of model Cheryl Pollak, 18, Jordache’s insecure Every girl. “I’m sure a 40-year-old would go, ‘Oh, God!’ ” says Pollak. “But the commercials capture teenagers’ frustrations and heartaches. Teenagers don’t sit around and talk about Gaddafi.” Pollak, whose father manages a miniature golf course in Escondido, Calif., is tickled by the attention. “I’m dumbstruck,” she says. “My brothers don’t treat me like a bratty kid anymore. I’ve moved up in the world.” The more practical rewards have included more print work, a role in a syndicated TV pilot, California Girls, and, not to be dismissed, a ride in a limo. “I went up to San Francisco for a talk show and was picked up at the airport by a limousine,” says Pollak. “Wow! It had a bar, telephone, TV and stereo. I hopped in the back, opened a Coca-Cola and popped in a tape. I was wearing my sunglasses. I felt cool.”