Jake Scott of RSA Films directed this “Good Mornings Make for Better Days” spot, marking denim brand Wrangler’s first new global advertising campaign since 2021.
“Good Mornings” is the first campaign created and produced in-house by Wrangler’s marketing and creative teams. Building on the themes of the brand’s “For the Ride of Life” ad series, the new campaign is a call to live life to the fullest, 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.
For Wrangler, which has a decades-long connection with music, the campaign’s soundtrack was the starting point, reviving the 1970s hit “Jeans On” by David Dundas. The featured cast is outfitted in timeless vintage pieces from Wrangler’s archives together with classic Western styles and new seasonal looks from the brand’s 2024 Fall and Holiday collections.
“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 Scott, who has directed feature films, commercials, and music videos for artists including REM, Radiohead and Tori Amos. “Wrangler has been a constant staple of my wardrobe over the years. It’s a part of that spirit of confidence and independence for me, so I see these characters in myself.”
For the commercial, the traditional American diner proved the ideal setting–the down-home heart of the community, where people from all walks of life start the day the same way. Whether rancher or teacher, retiree or young family, the early riser club is open to everybody. For some, it may be what they do every day to provide for their families and communities; for others, an early start might reflect the optimism of a new day and new opportunities. All are united by values of hard work, grit and courage–the spirit that has inspired Wrangler since 1947.
CreditsClient/In-House Creative Kontoor Brands, Wrangler Holly Wheeler, VP, global brand marketing, Kontoor Brands; John Meagher, VP, global brand marketing, Wrangler; Matt Janes, global brand creative director, Wrangler; Elizabeth Baucom, global brand marketing manager, Wrangler; Jessica Cranfill, sr. global brand marketing coordinator, Wrangler. Production Consultants Emmy Starzacher, executive producer; Martin Baker, copywriter. Production Company RSA Films Jake Scott, director; Luke Ricci, Buddy Brakha, exec producers; Chris Soos, DP; Jason Groves, producer; Howell Caldwell, assistant director; Jason Hamilton, production designer; Franck Chevalier, costume designer. Editorial Rock Paper Scissors Akiko Iwakawa, editor. Color The Mill Yerlan Tanayev, colorist.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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