Wrangler's Racy New Ad Campaign 'Screams Sex,' Wins Award

by Maureen Dempsey (Subscribe to Maureen Dempsey's posts)
Posted Jul 2nd 2009 at 4:00PM

Crossing the line: One of Wrangler's new "We Are Animals" campaign images. (See gallery below for the full image.) Photo courtesy of Inzemove and Fred & Farid

Wrangler has reinvented itself and you may never think middle-aged Westerner again. The new ad campaign is for the European arm of the nearly 60-year-old jean and apparel company.

In fact, the photos won the Grand Prix Award at the Cannes Lions International Advertising Festival for their reinvention of the somewhat dated brand.

The U.S. judge for the Cannes Lions competition, Gerry Graf of Saatchi & Saatchi, told London's The Guardian that the campaign "screams raw sex." "That's what you want when you put on some jeans. That's what I want," Graf added.

Wranglers Racy European Ads

Nocturnal nature: a deer in the headlights.

Inzemove

Amphibious life: submerged in style.

Inzemove

On the hunt: impervious to the elements.

Inzemove

Finally, at peace: the silence of the night.

Inzemove

Habitat for humanity: the hunted.

Inzemove

French advertising team Fred & Farid designed the "We Are Animals" campaign, a series of images that capture a young woman in primitive poses against nature's backdrop. It's a little tough to see what's really going on, as the models are off in the distance in each shot, but basically, topless women (and men) -- wearing just jeans -- looking captured (literally!) on film.

Fred & Farid explained on theinspirationroom.com that "In today's society, our animal instincts are smothered by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer knows it...[The campaign] is a reflection of the new vision of the Wrangler brand, repositioning itself through instinct and emotion."

While this campaign receives accolades for its global appeal, the Calvin Klein billboard was labeled "borderline porn."

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Filed under: News
Tags: Controversial-Ads, Denim-ads, Jean-ads, Wrangler, Wrangler-Ad-Campaign, Wrangler-ads, Wrangler-Ads-Scream-Sex, Wrangler-European-Ad-Campaign, Wrangler-Jean, Wrangler-jeans, Wrangler-We-Are-Animals

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READER COMMENTS

(138)Add A Comment

Mary, 7-05-2009, 8:36PM

I use the Acai-eez Brand Acai Berry to keep my figure. I consistantly am losing 2-4 pounds a week depending on my diet and if I take 1-2 caps with each meal. I have noticed a huge difference in my energy levels too. You can get the best deal, they DO NOT, Autoship or Autobill ever. But what you want http://www.Acai-eez.com/

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KB, 7-05-2009, 10:49PM

This ad is so ridiculous... Doesn't make me want to buy these jeans.. You better think of a new ad .

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bobocv, 7-06-2009, 8:46PM

nothing sexy about wrangler ad, put a cowboy back in them without a shirt maybe then you will have something but no guarantees

Teri, 8-26-2009, 10:44PM

KB, I am sure they will pull these ads for you.
Here's the buzz at the next marketing meeting...
"Okay, everyone note; KB will not buy a pair of Wranglers if we run the new ad campaign."
"But folks our brand needs amped up and targeted to the younger buyers. We need to keep the product flowing out of the stores. So, I would like to take votes. Those in favor of the new marketing, please say"I" - those against say "Nay"

The I's have it. Good; it worked for Country Music and it will work for Wrangler. Dismissed

bostonbutt, 7-05-2009, 11:41PM

great, so why bother us with your bowel problems ?

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pete, 7-06-2009, 12:45AM

I think these people should put some f..in clothes on and quit acting like a bunch of 3 year olds dropping their diapers and giggling at adults who try to act in a responsible manner. Makeing a million of a hundred million for running running around naked yelling obscenities is NOT the way to lead a productive life.

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jo, 7-06-2009, 9:28PM

I'm glad somebody still has some sensibility and common sense around here. It seems as though the rest of the world has lost it. Do we have our priorities in order or what. When we have to sell sex to sell something as simple as jeans, well I think we've lost track of what really matters in life. Think about it, what kind of legacy are we leaving to future generations. Seems to me one with pleasure seeking, lack of discipline, and responsibility. These are the people that shall lead our future, oh boy, the future looks really bright doesn't it. When is the last time they have done something productive other than snap a picture and "F" each others brains out. Well, so much for me being a physicist and developing new tech to propel us in to the future. Looks like we won't need any of that according to this Frenchman. We’re catching a one way ticket back to the stone age people, or should I say forget the ticket, paper wasn't invented then, ahh, stone tablet, that should serve us well. Give me a damn break, hell if I'll wear wrangler again. I'm disgusted.

Master Shake, 7-07-2009, 2:18AM

Move to Saudi Arabia, or at least buy a damned calendar - this is 2009, not 1809.

Suzy, 7-06-2009, 5:16AM

It seems that more and more ads are headed in the direction where TV is headed: Towards Reality TV. Everywhere you turn, there is another reality series startinig or just wrapping up. These ads, especially the Wrangler Jeans ad had a lot of reality show components in it's content. Whatever happened 2 all of the best jean ads? They're old now! I remember Brooke Shields posing in her Calvin Klein Jeans, and let's America know that nothing comes between her and her Calvin's. Good to know, Brooke. I think the major jeans companies should ask Brooke to come back, at her age now... I think Brooke is 40 something, but looks so very good for her age!

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Suzy, 7-06-2009, 5:23AM

Yeah BostonButt is absolutely right! Why are you bothering us with your bowel problems? Very strange post, especially since the topic at hand is Wranger Jean Ads What the hell does your f*ck((g bowel issues have to do with me? I am going to guess NOTHING! I don't get why you would want to post something so vile and disgusting, to some people, that, is just gross and not something you want to make people think of, kwim? JMHO. ~ Suzy ~

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garjaya, 7-06-2009, 6:35AM

Your still full of crap.

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jess, 7-06-2009, 8:11PM

this is stupid and more creepy than sexy

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jbjg24m, 7-06-2009, 8:16PM

STUPID AD IF U ASK ME

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ilovegarfield123, 7-06-2009, 8:16PM

why are people allowing stupid comments start up a riot if she wants to talk about her bowels which by the way was probably someone using the scam advertising trick where they post advertisments using someones name! And if it is her let her talk about her bowles really unless someone is holding a gun to your head and making you read it it shouldnt be effecting you this much not as much as those racy advertisments

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Jessica Rabbit, 7-06-2009, 8:20PM

SERIOUSLY,I DONT THINK ANY OF THESE PICS ARE SEXY.HOMELY MAYBE,,BUT I THINK THERE ENOUGH TO STOP A WET DREAM,LOOKS LIKE MORE OF A HORROR MOVIE CLIP THEN SEXUAL.. THE CHICK STANDS LIKE A MONKEY IN THE ROAD AND THE GUYS ARNT SEXY AT ALL EITHER,,PUT A PRETTIER GIRL ON THERE TOO. I HOPE THE JEANS ARE MADE IN AMERICA THATS WHY WE WILL BUY THEM!!

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Bob, 7-06-2009, 8:26PM

Ads are lousy! They need a new ad company!

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ann, 7-06-2009, 9:23PM

this ad screams creepy! eeew!

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Kenneth, 7-06-2009, 8:31PM

What's the big deal? It's a fun ad campaign and I see nothing overtly sexual in it. Sexy? Yes, but you have to really be screwed up in the head to say it's something "inappropriate". All the prudes will get together and have this banned just like they did the "Threesome" wall ad in NYC. They've got nothing better to do so they bother us with their hatred of sex and anything sexual. As a line in one of John Lennon's songs.... "uptight, narrow-minded hypocrites"... that describes these people completely. Afraid of sex. What a shame and what a way to live one's life.

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Jo, 7-06-2009, 9:28PM

And what did John Lennon do to move technology or the american standard of living forward. Was he an engineer, a scientist, a mathmatician, a counselor, banker, doctor, lawyer, no is was a pleasure seeking, self fullfilling, pot head. Oh, so that is the way you want our future to go, the way of yellow submarines and false imaginations. Get a grip on reality friend. All that you have to be thankful for was made and created by the blood, sweat, and tears of people who served others and forgot about themselves and did what they did for the benifit of mankind as a whole. I suggest you get some structure in your life, and do something productive for a change. Too many of our young people are seeking pleasure instead of adding to the community and being something other than ignorant flesh bags. The only thing people know how to do these days is have children who they won't care for, or didn't want in the first place. Oh, and did I mention collect a check from the government. Oh, let freedom ring alright.

Emilyy, 7-13-2009, 11:14AM

my thought is that if Wrangler wants to portray "animals in the wild" and is attempting to make themselves sexier, they have failed here. let them ruin their brand with this european mockery but dont say we didnt warn them...

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