- Adweek Staff

BOSTON Toth Brand Imaging in Cambridge, Mass., has introduced new work for Wrangler starring New York Jets quarterback Brett Favre and racing icon Dale Earnhardt Jr.

TV, radio and print iterations tout the brand's mass-channel line extensions.

The push targets male consumers and stresses comfort, at one point showing Favre in a backyard pick-up football game with friends. Footage of Earnhardt at home is also used.

"Bad to the Bone" by George Thorogood provides the soundtrack for TV and radio spots. The brand's longtime tag, "Real. Comfortable. Jeans," remains.

"Being at their homes gives the commercials an even greater authenticity," said client vp, marketing Craig Errington. "Filming Dale and Brett in their natural environments helped us truly capture the real, down-to-earth personalities that make them so relatable to the Wrangler consumer."

Earnhardt and Favre will also have in-store presences on point-of-purchase displays and product ticketing. Consumer promotions, including sweepstakes and events, round out the media mix.

Wrangler spent about $30 million in measured media all of last year but just $6 million in the first seven months of 2008, per Nielsen Monitor-Plus.