We are all animals. Are we?

I have just come across to the new Wrangler ad campaign. And just because I posted Diesel campaign sometime ago I couldn t resist the comparison. And I absolutely dislike everything about the first.

To start with is almost impossible to get rid of the 'wild-west-all-American-conquer-dream' concept used and abused by the brand in the past; and the new concept does not make to it any favours. Now, they decided to go even further down and explore a more primitive approach. Well, that is what it looks like.

The tag line goes: WE ARE ANIMALS. Also in capital letters, but more discreet than the typography used by Diesel. The ads rely more on images showing humans (apparently) in their most primitive state and full of energy celebrating the fact that humans, above all, are animals and should follow their emotions and instincts. Hum... Diesel was saying the same thing, but in a more clever way... As well as making use of better typography and images.

The photography used by Wrangler campaign is so bad directed that the models look so silly and the whole thing is very uninspiring... The 'whatever-material' they used to get the red all over the place looks so artificial that is appalling. And the lesbian trick is more the cliche in the fashion world. So, yes, Wrangler campaign is very primitive.