Humans are animals. So, What? But somewhere in our fast-paced modernity, we are quickly losing out our animal instincts. So to recall what it means to be an animal you must purchase a Wrangler Jeans and wear it with nothing else on your body! This isn t my notion dear readers. This is what the aggressive ad campaign of Wrangler jeans is all about which is made exclusively for Europe. The company wants to shed its cowboy image (perhaps that isn t helping it any further in sales& promotion!). So, now Wrangler has discovered by deep introspection that we are after all animals. (Wow…like I never knew that!)
FFL (France) also likes this notion and has created a dark, spooky TV spot with camerawork consisting of only zoom-ins, zoom-outs for the company. The whole scene resembles as if you are watching a documentary on ants and insects on discovery! Well, that s not all; the print ad campaign is equally blunt. To be honest with you all, I found it rather boring. And read this clichéd claim from Wrangler itself: “Man is an animal, but he no longer knows it.
Wrangler s new strategic and creative platform seeks to re-awaken our bottled-up instincts and to encourage who and what we fundamentally are, by putting all that is pure, natural and instinctive back into Man. ”
Well, there are other self-declared proclaims about the adverts and brand repositioning in entire Europe by the company but I m sparing all those details to cut boredom! Just one thought for the agency and the company: One doesn t needs to strip off one s shirt and roam around in a pair of jeans to discover one s animal instincts; I think all the bad stuff like rape & molestation and gun-fights and knife crimes are just more than ample reminders to us that “we are, before all else, animals.”
Credits:
Released: July 2008
Executive Creative Director: Fred & Farid
Copywriter: Julie Louison, Perinne Durand, Baptiste Clinet, Nicolas Lautier, Philippe Pinel, Frederick Lung
Art Director: Julie Louison, Perinne Durand
Agency Supervisor: Fred & Farid, Daniel Dormeyer, Brani Branitcheva, Vassilios Basos, Paola Bersi
Advertiser Supervisor: Giorgio Presca, Mark Cuthbert, Gary Burnand, Carmen Claes
Agency Producer: Robin Accard, Yann Yap
Director: Fredric Theodore
Editor: Yannis Rachid
Tags: Ad agency, Ad campaign, Advertisements, Advertising, Animals, Clothing, Clothing & Footwear, Commercials, Europe, FFL, France, Humans, Jeans, Print Advertising, Prints, Spots, TV advertising, TV Spot, Wild, Wild Instincts, Wrangler, Wrangler Jeans