CLIENT: Wrangler Jeans, a leading blue jean manufacturer/retailer.
AUDIENCE: Blue collar, male jean wearers (age 25 - 54).
CHALLENGE: Create a video ad reminding consumers that there’s still a place for rugged, high-quality jeans at a great price in an expensive, high-fashion jeans world.
TONE: Use humor to play off the stereotypical “cowboy” world view.
SCRIPT
EXT. RANCH - PASTURE - MORNING
FADE IN:
Bathed in the glow of a rising sun, a COWBOY, wearing blue jeans, leans on an old wooden fence as he watches some cows graze in the pasture while he sips his coffee out of a tin cup.
SAM ELLIOT-STYLE NARRATOR:
Folks say fancy designer jeans are for everyone these days, even cowpokes like him. I heard tell that they put ‘em through some process to make ‘em come off the shelf feelin’ as comfortable as that pair what took you half your life to break in just right.
The cowboy puts one foot up on the bottom rail of the fence. His blue jeans rip badly, exposing the cowboy’s undies. One of the cows MOOS and stares at the embarrassed cowboy.
SAM ELLIOT-STYLE NARRATOR:
Oops. Maybe they’re not for everyone.
CUT TO:
INT. WRANGLER STORE - CASH REGISTER - DAY
The cowboy stands at a cash register, where he buys a new pair of Wrangler blue jeans.
SAM ELLIOT-STYLE NARRATOR:
You don’t have to waste your hard-earned money on fancy, expensive jeans. Keep it simple. Keep it Wrangler.
FADE OUT.
THE END