Wrangler Rolls Out Optimistic TV Advertising Campaign

Kontoor Brands-owned Wrangler unveiled its first global advertising campaign since 2021.

Called “Good Mornings Make for Better Days,” the commercial by RSA Films’ Emmy-winning director Jake Scott, “salutes the spirit and optimism of Wrangler consumers who find the promise and possibility in every day,” the brand stated.

More from Sourcing Journal

• Wrangler and Staud Get Cozy In a New Fall Collection

• Loose Threads: Cheap Monday, 7 For All Mankind and Duer

• Charli XCX and 'Cultural Icons' Star in H&M's Latest Campaign

Set in a retro diner, the 30-second commercial features “Jeans On” by David Dundas and a cast dressed in timeless vintage pieces from Wrangler’s archives together with classic Western styles and new seasonal looks from the brand’s Fall and Holiday 2024 collections.

Building on the themes of the brand’s “For the Ride of Life” ad series, the brand said the story is “celebrating the early risers who pull on their Wrangler Jeans and are ready to take on the morning, no matter what the day may bring.”

“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 Jake Scott, who has directed feature films and music videos for artists including REM, Radiohead and Tori Amos. “I’ve spent the last 15 years working on my ranch in the desert, and Wrangler has been a constant staple of my wardrobe. It’s a part of that spirit of confidence and independence for me, so I see these characters in myself.”

The commercial aired during the Sunday Night Football game featuring the Chicago Bears versus the Houston Texans. It will run across a range of live NFL and college football games as well as the final season of Paramount’s hit ranch drama “Yellowstone” and on various cable networks. The global campaign will be seen across North America and key markets in Europe.

Scott Baxter, Kontoor Brands president, CEO and chairman, mentioned the commercial in August during the company’s Q2 earnings call, noting that it’s been well received with test audiences. It is the first campaign created and produced in-house by Wrangler’s marketing and creative teams.

“Wrangler has long been the choice of men and women who face every day with courage and optimism. This campaign is a celebration of that. At Wrangler, owning the morning is more than just getting your day started—it’s harnessing the energy, opportunity and potential that each new day gives us,” said John Meagher, VP of global marketing at Wrangler.