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WATCH ON DEMAND FROM 25 Jan 2021
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Wrangler: Wear With Abandon by Mother New York

Client: Wrangler
Date: Sep 2019
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Denim brand Wrangler is embracing its all-American rodeo roots as it embarks on its first ever global advertising campaign.

The work from Mother New York first hit TVs in the US last weekend (7 September) and will roll out across markets in EMEA and APAC in the coming months. Alongside broadcast, creative has been developed for print, digital and radio.

‘Wear with Abandon’ seeks to capture the adventure, fun and optimism of the modern cowboy culture, which – alongside rodeo riders – comprises male and female drag racers, skaters and rock stars.

A flagship spot shot by filmmaker and screenwriter Michael Lawrence captures the adrenaline-fueled seconds before a big moment: putting your foot on the accelerator, singing the opening lines of a song, or throwing your weight onto a