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.




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."