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Marketers like to say “it’s in the genes.” In the case of Wrangler Europe, that would be spelled “jeans.” In a new publicity blitz from independent agency BSUR, the jeans come encased in huge blocks of ice, which are dropped on top of cars. Onlookers are invited to get the denim out any way they can. (In case you’re wondering about the cars, the agency purchased several used ones to get squashed.)
The stunt took place in three German cities: Berlin, Dresden and Hamburg.
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