Rodeo riders star in Wrangler ads

Wrangler is going back to its roots with new advertising inspired by the tough and dangerous world of rodeo riders in the American West.

Wrangler is going back to its roots with new advertising inspired

by the tough and dangerous world of rodeo riders in the American

West.



Unscripted and shot in documentary style, the ads feature footage of the

riders talking about the terrible injuries they have sustained.



Wrangler jeans were produced specifically for rodeo riders when first

manufactured in 1947 and their heritage is reflected in the endline:

’Worn by 99 out of 100 rodeo riders.’



The six commercials, the first to be produced by Abbott Mead Vickers

BBDO since winning the pan-European creative assignment (Campaign, 15

November 1996), air next Tuesday and begin a five-week UK burst backed

by a pounds 2.5 million budget. Media is being handled by CIA

Medianetwork.



In one of the films, Jason Maddox, a rodeo rider, catalogues a total of

59 injuries over three years including broken ribs, collar bones, legs,

wrists and arms and a fractured skull. He jokes that the only break not

inflicted by a bull was given to him by his girlfriend’s former

lover.



The new advertising marks not only a change of style for Wrangler, but

also for its creators, Nick Worthington and John Gorse. The pair created

the acclaimed ’creek’ and ’drugstore’ commercials for Levi’s while at

Bartle Bogle Hegarty. The spots are the result of ten days of filming in

Texas, Arkansas and California by the US director, Spike Jonze, through

Propaganda Films.



Tim Henshall, Wrangler’s marketing controller, said: ’We’re frightened

about this campaign but for all the right reasons. Playing safe would

have been the most dangerous thing to do.’



Levi’s leads the UK jeans market with a 25 per cent share (Nielsen).



Wrangler is in second spot at 8.2 per cent.