“There’s no such thing as the West anymore,” one of our more esteemed playwrights wrote way back in 1980. But Wrangler begs to differ, leaning into the iconicity of the Western imagery it’s long embraced in its first-ever in-house campaign.

Jake Scott of RSA films directed the new 30-second spot, titled “Good Mornings Make for Better Days.” It has strong nostalgic vibes, backed by the 1970s song “Jeans On” by David Dundas and featuring Wrangler-clad folks gathering in a diner to start their day off right.

The spot continues the line “For the Ride of Life,” introduced in 2021 by previous agency Yard NYC. The jeans on display include vintage pieces from Wrangler’s archives as well as classic Western styles and new looks from the brand’s 2024 fall and holiday collections. 

Also read: Gap’s Troye Sivan campaign for fall is heavy on denim and dance

“This is a heartfelt homage to the American West, a love letter to its people, and a celebration of the iconic denim it has inspired,” said Scott. “Wrangler has been a constant staple of my wardrobe over the years. It’s a part of that spirit of confidence and independence for me, so I see these characters in myself.” 

The campaign will air on national broadcast, including this weekend’s Sunday Night Football game between the Chicago Bears versus the Houston Texans.

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