We Are Animals
It’s not that often that I’m really, really moved by advertising. Especially from a brand I thought I’d never believe in. But this does it for me.
Wrangler Europe won the Grand Prix for Print at Cannes recently. For a campaign that asks us not to think, I’ve had a hard time getting it out of my mind. It’s a brilliant counterpoint to Levi’s highbrow literary path.
Wrangler shows us images of man living as animals. The way we might have lived before we were accountants, businessmen and receptionists. Before we lived by clocks and calendars. Before we made our lives safe, dull and mind numbing. We were animals, independent and self-reliant.
In America, people who wear Wrangler live in brutal, rugged country where a person is reminded of their human-scale limits every day—where people live by their own rules, and die by them, too. Wrangler justifiably owns a piece of that American animal instinct. The most interesting part of all is that they’re selling it to Europeans.