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There are no American flags visible in this short film for a professional cattle rancher’s group, but the video is figuratively draped in red, white and blue, from its montage of cowboys on horseback, to the rural Texas scenery to its dramatic narration by Tommy Lee Jones.
The campaign, dubbed “We Live For This Land,” was designed as a recruiting tool for the Texas and Southwestern Cattle Raisers Association (TSCRA), a 144-year-old organization based in the country’s top cattle-producing state.
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