Put on your positive pants with Wrangler

Shot by RSA Films' Emmy-winning director Jake Scott, this stylish and upbeat spot for denim brand Wrangler celebrates the early risers who pull on their Wrangler Jeans and are ready to take on the morning, no matter what the day may bring. 

The campaign’s soundtrack was the starting point, reviving the 1970s hit Jeans On by David Dundas. The 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 Jake Scott, who has directed feature films 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.”