Denim is synonymous with the American Cowboy * and any Cowboy worth their spit wears Wrangler Denim. From humble beginnings Wrangler has grown into a global brand.
The ideas that follow find the common thread between seemingly disparate worlds and rivet Wrangler to its Western origins.
*Cowboy is used generically for all manner of cowfolk.
The Cowboy spirit takes many forms, but we know it when we see it. Let's tell the stories of the bold, the brave, the steadfast. After all, the real ones are all...
cut from the same cloth.
DENIM
We start by telling the story of the modern Cowboy the way only Wrangler can; with a film the reflects ranch life today. The iconic imagery of the west enriched by contemporary detail. Rugged. Beautiful.
True blue, through and through.
And then we branch out...
A Bigger tent
Cowboy Cowboys
Urban Cowboys
Little Cowboys
Cowboys
COWBOYS
No one knows denim like a Cowboy.
No one knows Cowboys like Wrangler.
DAY OF THE COWBOY
:30s/:15s SCRIPT
"CUT FROM THE SAME CLOTH"
Ranch life hasn’t changed all that much. We may have 4-wheelers and smartphones but we’re a long way from replacing dusty ropes, leather saddles or barbed wire.
What better opportunity to emphasize Wrangler's vaulted position in the Wester World than the National Day of the Cowboy?
THE NEXT GENERATION
CUT FROM THE SAME CLOTH
Hay bales haven’t gotten any lighter,
Cowboys* stack hay in a barn.
The bulls are just as ornery.
Cowboys coax a pair of bulls from a pen. Close on the tense cowboys, who move wearily, tracking the powerful beast. Out of nowhere one of the bulls lurches, the cowboys react in an instant, the bulls clack horns, kicking up a cloud of dust.
Days are every bit as long...
Transition to (a different) dust cloud, golden shafts of sunlight break through. A rider on a quad circles behind a heard of cattle, driving them up a grassy hill. Cut to:
The sun has set, the sky is firey orange, the rider removes a ball cap with a swift gesture, and wipes the dust and sweat from their forehead onto their sleeve.
Things change here and there.
A rancher flies a drone. Another scans an ear tag with a digital reader.
But this job’s as hard as it ever was.
Cowboys: chase down a stray calf, galloping across a field. push a truck out of the mud, unspool barbed wire, unload bales.
that’s alright.
A quick cut sequence of Wrangler denim being cut, sewn and riveted.
Cowboys are still cut from the same cloth.
A bull is loaded up the ramp, the doors swing shut, the job is done. Slow motion shot of Wranglers being dusted off.
Other brands treat Cowboys like fictional things. Marlboro Men from another time. Let's find beauty in real moments that are specific to the lives of Ranchers and Rodeo performers.
THIS IS COWBOY
AND SO IS THIS
CUT FROM THE SAME CLOTH
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