Denim brand Wrangler has announced the launch of its new global advertising campaign, “Good Mornings Make for Better Days,” marking the brand’s first major global campaign since 2021.
The campaign, set to premiere on September 15 during NBC’s Sunday Night Football, celebrates the optimism and hardworking spirit of Wrangler customers who embrace each new day with courage and determination.
Shot by Emmy-winning director Jake Scott of RSA Films, the campaign brings to life Wrangler’s connection to early risers who start their day with purpose. The featured cast, dressed in Wrangler’s timeless Western styles and vintage-inspired pieces, highlights the strength and grit of individuals who embody the brand’s ethos.
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.
The campaign’s soundtrack revives David Dundas’s 1970s hit Jeans On, reinforcing Wrangler’s long-standing connection to music. The ad is set in a classic American diner, a fitting symbol of community and the shared experience of starting the day. Watch below:
“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 Jake Scott, who has directed feature films and music videos for artists including REM, Radiohead and Tori Amos. “I’ve spent the last 15 years working on my ranch in the desert, and Wrangler has been a constant staple of my wardrobe. It’s a part of that spirit of confidence and independence for me, so I see these characters in myself.”
“Wrangler has always been about facing the day with optimism and strength,” said John Meagher, Wrangler’s vice president of global marketing. “This campaign is a tribute to those who harness the energy and potential of a new day.”
In addition to airing during live NFL and college football games, the campaign will run alongside the final season of Paramount’s hit series Yellowstone and will reach audiences across North America and Europe.
CREDITS:
In-House Production Team: Kontoor Brands, Wrangler
- VP, Global Brand Marketing, Kontoor Brands, Holly Wheeler
- VP, Global Brand Marketing, Wrangler, John Meagher
- Global Brand Creative Director, Wrangler, Matt Janes
- Global Brand Marketing Manager, Wrangler, Elizabeth Baucom
- Senior Global Brand Marketing Coordinator, Wrangler, Jessica Cranfill
Production Consultants:
- Executive Producer, Emma Starzacher
- Copywriter, Martin Baker
- Business Affairs, Gadseek Services
Production Company: RSA Films
- Director, Jake Scott
- Executive Producers, Luke Ricci, Buddy Brakha
- Director of Photography, Chris Soos
- Producer, Jason Groves
- AD, Howell Caldwell
- Production Designer, Jason Hamilton
- Costume Designer, Franck Chevalier
EDIT: Rock Paper Scissors
Editor, Akiko Iwakawa
COLOR: The Mill
Colorist, Yerlan Tanayev
Stills: Photographer, Mark Clennon
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