Wrangler Targets the Cowboy in You

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Wrangler: For the cowboy in you.
In its new campaign for Wrangler's cowboy cut jeans, Chicago agency Two By Four tapped ex-fashion photographer Christopher Griffith, whose 2000 book States documented the machines that litter the American landscape, all shot, like fashion objects, against stark white backdrops. In a new series of print ads and TV spots, Griffith uses the same technique to shoot cowboys and other blue-collar types as a setup for the tagline: "Wrangler: For the cowboy in you."

"Other fashion brands, like The Gap, have done that," says creative director David Stevenson. "But we pushed the contrast all the way." In one spot, we see a bullrider getting ready for a run as copy ghosts around him. "For some, the Wrangler patch is a badge of courage. For others, it's a target," it reads as the calm scene cuts to harrowing rodeo footage. In another spot, the fashion footage is of a bull, while the copy offers this bit of cowboy wisdom: "Ride bulls. Meet nurses." Additional credit to post house i^3 (i-cubed) in Chicago, which bounced the digital footage to film and back again to give the spots their rugged finish.

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