Steve Miller Rocks for Wrangler

BOSTON Steve Miller’s classic rock staple “Rock ‘n Me” provides the soundtrack for a new 30-second TV spot for Wrangler from Toth Brand Imaging.

The effort from the independent agency in Concord, Mass., shows men relaxing and having a good time while wearing Wrangler’s Hero Five Star Premium Denim jeans. It incorporates footage of cities mentioned in the song, such as Philadelphia, Atlanta and Los Angeles.The client’s familiar tag, “Real. Comfortable. Jeans” is retained from past efforts.

The spot will appear during NFL, Nascar and college football broadcasts and is part of a fall campaign that also features print and radio executions.

The song was selected because it “has an auhentically American feel to it,” said Craig Errington, director of advertising for VF Jeanswear’s mass-market brands, parent of Wrangler.

The Wrangler brand spent more than $30 million on ads last year, per TNS Competitive Media Reporting/CMR.