Fred & Farid Serves Up More Primal Posturing in Latest Wrangler Effort

By Kiran Aditham 

Paris-based agency Fred & Farid has returned with the latest version of its Grand Prix-winning “We Are Animals” campaign for Wrangler. While we won’t take the probably sarcastic “jeans for Commies” position of Animal New York, we do agree that the press release tries too hard to be highbrow. An example, if you will:

“A powerful, visceral campaign centred on the human being’s most primary instincts. Men and women have been photographed in red waters or amidst the fury of twirling red dust. A new approach to the concept We Are Animals by a fit, strengthened Wrangler.”


All that shpiel for what are essentially faded nuthuggers make us long for Brett Favre and his pickup truck. Still, the imagery and change to a bloodier color scheme isn’t half-bad.

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