GALLERY 01: Wrangler - Cafe

A captivating ad which has achieved the impossible - making an outdated brand, shrouded in cowboy imagery, popular with the kids. The work doesn't try to be cool - a fatal mistake made by many advertisers. It just is, and will no doubt sell jeans to a fickle youth audience by the truckload. It manages to retain its western heritage but also combines humour and great art direction, not to mention a dark edge which is so intrinsic to Fredrik Bond's style.

United Kingdom

Product/client: Wrangler

Agency: Abbott Mead Vickers BBDO

151 Marylebone Rd

London NW1 5QE

UK

T: +44 20 7616 3500

F: +44 20 7616 3600

email: amvbbdo@amvbbdo.co.uk

Creative Director: Peter Souter

Art Director: Paul Brazier

Writer: Nick Worthington

Agency Producer: Carol Powell

Production company: Harry Nash

Harry's House

27-29 Beak Street

London W1F 9RU

UK

T: +44 20 7025 7500

F: +44 20 7025 7501

email: firstnamesurname@harrynash.co.uk

Director: Fredrik Bond

Producer: Helen Williams

Post-production company: Smoke & Mirrors

57-59 Beak St

London W1R 3LF, UK

T: +44 20 7468 1000

F: +44 20 7468 1001

email: amanda@smoke-mirrors.co.uk

Editors: Penny Verbe, Rebekah Hay, Tim Thornton-Allen

Flame Artist: Sean Broughton