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.
