Wrangler Shows Why 'Good Mornings Make for Better Days' in New Spot

Wrangler just launched a new spot highlighting the importance of starting your morning right.

Directed by Emmy-winning director Jake Scott RSA Films, the production outfit built by Ridley and Tony Scott, "Good Mornings Make for Better Days" serves as an ode to the spirit of Wrangler fans who look at the bright side of every moment.

Set to the tune of "Jeans On" by David Dundas, the spot features models donning vintage Wrangler, as well as pieces from the brand's 2024 Fall and Winter collections.

When worn together, they're able to create classic Western looks that embody the essence of Wrangler. 

 

 

 

 

 

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Marking the denim brand's first global campaign since 2021, the latest effort brings back the themes from Wrangler's previous "For the Ride of Life" series, which calls everyone to live life to the fullest and embrace whatever the day may bring. 

Notably, "Good Mornings Make for Better Days" is also the first to be created and produced by Wrangler's very own in-house marketing and creative teams. 

Wrangler Global Marketing VP John Meagher shared that the brand has long been the choice for everyone facing every day with courage and optimism — and the campaign is a celebration of that.

Scott, who directed the spot, builds on this sentiment, calling their work a "heartfelt homage to the American West, a love letter to its people, and a celebration of the iconic denim it has inspired."

The director also shared that Wrangler has been a constant staple of his wardrobe and has a part of "that spirit of confidence and independence," so he saw the characters he was shooting in himself.

Wrangler's latest campaign will air on TV and streaming video and will launch on social media and audio starting September 15 during NBC Sunday Night Football.

By spotlighting its Western roots, "Good Mornings Make for Better Days" comes as a truthful and effective display of its brand identity — reinforcing its role in shaping the classic Western style over the years. 

Good Mornings with Wrangler

The 30-second short film starts with a man entering a diner and greeting everyone with a smile. 

The small restaurant is occupied by friends, family, and lovers all starting their day by having hearty meals, sharing conversations, and enjoying each other's company. 

However, the entire diner is taken aback when the music suddenly stops. 

Luckily, a man walking out of the diner kicks the jukebox by the entry, restarting the jukebox — as well as everyone's morning.

"Good mornings make for better days," the screen writes, as the commercial ends. 

Last month, Calvin Klein also dressed Jeremy Allen White in denim to showcase its Fall 2024 collection.

Editing by Katherine 'Makkie' Maclang