Wrangler sells the modern ‘cowboy spirit’ in first ever global ad campaign

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

The company’s global brand president, Tom Waldron, described the campaign’s international distribution as a “significant milestone” for the label, which has previously tried to shake off the cowboy image it is now embracing.

“As we adapt the campaign to local and regional markets around the world, we are also accelerating our focus on creating engaging, innovative experiences coupled with best-in-class apparel products for our consumers,” said Jenni Broyles, Wrangler’s vice-president and general manager for North America

The campaign has been developed by Mother New York, Wrangler's new agency of record. The brand began the search for a globally-enabled creative shop in the fall of 2018 before spinning off from VF Corporation as part of the independently traded Kontoor Brands in December.

The resulting ‘Wear with Abandon’ platform seeks to capture the adventure, fun and optimism of 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 skateboard.

“The ‘Wear with Abandon’ campaign demonstrates the emotional reasons that rock stars, riders, and everyday heroes around the world have identified with this iconic brand for more than 70 years, and marks the innovative rebirth of the cowboy spirit coming to life,” added Waldron.

“Today’s announcement is the beginning of an exciting new platform that will help us reach millions of consumers around the world.”

The work first hit TVs in the US this 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.

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