The campaign marks a departure from former Wrangler work, which had visually placed the brand in the American West. In a bid to make Wrangler more relevant to Europeans, the new campaign plays on Europeans' knowledge of the West, based on their perceptions from films and folklore.
The campaign, which comprises three spots, is directed by Fredrik Bond through Harry Nash, and introduces a group of friends who are obsessed with the Western genre. In one ad a man walks into a diner and, upon seeing a friend, draws an invisible gun and fires at him in slow motion. Spurred on by this, the entire diner erupts in a make-believe bar brawl, throwing invisible knives and furniture at each other. But when the bar owner shouts "hey", they stop playing - giving him the opportunity to produce his own huge imaginary shotgun, firing at one of the girls.
When the group leaves they wave goodbye to the diner owner, and the spot introduces the strapline: "There's a bit of the West in all of us."
Media planning and buying is through Mediaedge:cia. The print work, featuring people playing Western games, will launch in the UK in early November.
It will run in style titles including Dazed & Confused, Arena and The Face, as well as in more mainstream titles. Cinema activity will target forthcoming features watched by the target 18- to 30-year-old audience.
The campaign was written by Nick Worthington and art directed by Paul Brazier. Post-production was through Smoke & Mirrors and photography by Elaine Constantine.
The last major Wrangler campaign, which ran 18 months ago, was directed by Jonathan Glazer and featured the tagline: "Whatever you ride."