Wrangler Busts Out Its Cringeworthy Evil Twin, Wrongler, in These Bizarre Ads

So wrong

This week's honors for goofiest mangling of one's own brand name goes to Wrangler, which is launching a social and out-of-home campaign in Europe contrasting "Wrangler" and "Wrongler" ways of living.

The differences are simple. If you're cool, stylish and outdoorsy, you're Wrangler. If you're lame, inauthentic and cookie-cutter, you're Wrongler. This message—a teaser for a new brand platform coming this fall—is illustrated by pairing simple Wrangler/Wrongler visuals, many of them comical and a few that are cringeworthy.

"With this campaign we want to inspire our longtime fans and new consumers to live the Wrangler way. It's a celebration of life and the brand's soul," says Ilaria Pasquinelli, brand marketing lead at Wrangler Europe.

Adds Rick Chant, creative director at Amsterdam agency We Are Pi, which created the work: "The evil twin, Wrongler, reminds us all to live Wrangler."

More ads below.

Client: Wrangler
Agency: We Are Pi
Business Lead: Alex Bennett Grant
Creative Directors: Barney Hobson, Rick Chant
Design Director: Nessim Higson
Art Director: Kaz Salemink
Strategy Director: Jessica Perri
Strategist: Andrea Van Den Bos
Executive Producer: Kimia Farshidzad
Producer: Ekaterina Golovkina
Project Manager: Ambar Surastri
Account Executive: Hollie Beever
Production: Pi Productions