Since 1998, Buddy Lee has been symbolic of the unstoppable spirit and toughness of Lee Dungarees. However, in 2004, we found ourselves having to save Buddy from the brink of mediocrity and the downfall of so many other advertising icons (i.e. Taco Bell Chihuahua, Mr. K.). Thus, on a shoe-string budget (less than $500K in production and media) Fallon set out to introduce a new generation of 17-22 year old males to the Buddy Lee story.