Jeans brand JAG has kicked off a brand relaunch in its biggest campaign to date: ‘Get Back’.

The strategy, led by creative agency Bashful, launches with a music video by Ruby Rose and Paul Mac to express JAG’s new style. Rose has recorded the Blondie anthem ‘One Way or Another’.

The rebrand will encompass a new logo, packaging, retail look, ambassadorship and multi-channel ad campaigns.

Ty Robinson, marketing manager for JAG, said: “We felt it was time for JAG to get back to its roots, combining the energy and inspiration of the label’s inception in the 1970s with the experience and extensive credentials as a denim-based brand over the last 40 years. Ruby Rose is a perfect fit. Ruby embodies JAG’s cutting edge rock chic denim positioning and will fast-track the brand back to its credible beginnings.”

Simon Bookallil, CEO of Bashful, added: “’Get Back’ is more than just a campaign – it’s an attitude, and comes with a complete relaunch of the brand from product, through to digital presence and point-of-sale.”

The music video was filmed in Sydney, directed by Peanut and with production by Heckler. PR for the campaign is by Tailor Maid Communications.