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 Gary Freedman, adam&eveDDB Bring The Power Of Lloyds’ Banking App To A Daddy-and-Daughter Day
U.K. retail and commercial financial services provider Lloyds has launched its biggest-ever multi-channel campaign celebrating its refreshed and rebranded mobile banking app. The fully integrated campaign, created in partnership with creative agency adam&eveDDB, global brand consultancy Wolff Olins and media agency Zenith, brings together more than 500 different assets across the app, campaign executions, activations and digital strategy spanning AV, audio, outdoor, social, digital, influencer and gaming channels.
Part of the campaign is this “Daddy Daughter” :60 in which a father and daughter enjoy a day together--with papa using his credit card via the Lloyds app to pay for most everything his little girl desires, from an ice cream cone to a boat ride, costume apparel, a helium balloon, a movie and popcorn. It all adds up and that appears a bit concerning to dad as they enter a toy store together. It all changes, though, when he’s about to purchase a large stuffed animal and suddenly the charge card on his app is declined. The awkward moment melts away when the girl says that’s all right, dad, and she skips out of the store.
His smartphone then reveals a smart feature on his Lloyds app--being able to freeze and unfreeze your card in an instant. He unfreezes his credit card once they’ve left the store.
Directed by Gary Freedman via production company MJZ, the charmingly humorous spot reflects the gist of the overall “The Power to do it all” campaign that’s designed to show how Lloyds’ revitalized mobile banking app puts the power of finance in people’s hands--for everyday banking and beyond.
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