Wrangler looks to grab some Cash
Wrangler Europe is launching a new marketing campaign using the sponsorship of the premiere of Johnny Cash biopic Walk The Line as a central plank.
The “Wanted” campaign features pan-European cinema and television advertising created by BSUR Concepting Amsterdam.
The agency has already created a 30 second competition spot that is running on MTV where entrants can win tickets for a Wrangler celebrity screening, music and fashion show on January 30 at Café de Paris. Similar events will occur in Barcelona and Berlin and feature bands playing Johnny Cash songs.
The campaign has been overseen by Wrangler Europe marketing director Scott Otte. The advertising features men and women dressed in the brand cavorting in the desert but they are drawn to approach the camera to find out what mysterious force propels them.
The film Walk the Line stars Gladiator actor Joaquin Phoenix as the country and western singer and Reese Witherspoon as his wife. It is now running across Europe.
