Jake Scott’s New Wrangler Spot Is a Salute to Starting the Day off Right

Denim brand Wrangler announced today the upcoming launch of its first new global advertising campaign since 2021, debuting this month. 'Good Mornings Make for Better Days', shot by RSA Films’ Emmy-winning director Jake Scott, salutes the spirit and optimism of Wrangler consumers who find the promise and possibility in every day.

The new campaign will launch across TV, streaming video, social media and audio beginning Sept. 15 on NBC Sunday Night Football.  

'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.

“Wrangler has long been the choice of men and women who face every day with courage and optimism. This campaign is a celebration of that,” said John Meagher, vice president of global marketing at Wrangler. “At Wrangler, owning the morning is more than just getting your day started – it's harnessing the energy, opportunity and potential that each new day gives us.”

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 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.” 

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 marks Wrangler’s return to national broadcast. Kicking off during the Sunday Night Football game featuring the Chicago Bears versus the Houston Texans, it will run across a range of live NFL and college football games as well as the final season of Paramount’s hit show “Yellowstone” and on various cable networks. The global campaign will be seen across North America and key markets in Europe.