People get set on fire in Wrangler’s new ads

The newest installment of Fred & Farid’s “We are animals” campaign for Wrangler is a series of photographs showing stunt people crashing through windows and being set on fire. The images, shot by Cass Bird, are pretty awesome. The stunt people aren’t identified as such on the print ads, which seems odd—though thankfully there is no buzz-kill disclaimer about not trying this at home, either. Another issue is the tagline, which worked better in the original Grand Prix-winning campaign—which actually showed humans being animalistic—than it does in this sequel. (Animals, as a rule, dislike being set on fire, and will jump through windows only as a last resort.) At this point, Wrangler should probably merge with Diesel and roll out an umbrella campaign themed, “We are stupid.”

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