Wrangler’s 2022 “What A Ride” campaign serves as a commemorative extension of its long-standing “For the Ride of Life” narrative, marking 75 years of the brand’s association with Western apparel. The campaign underscores Wrangler’s authenticity and heritage, positioning the brand as the enduring symbol of comfort and ruggedness for those who embody the Western way of life. By honoring the cowboy archetype—an enduring cultural icon—the campaign reinforces Wrangler’s promise to outfit individuals who value resilience, tradition, and a grounded lifestyle.
Strategically, the campaign taps into the cultural significance of the National Day of the Cowboy, targeting consumers who identify with or are inspired by Western values and aesthetics. The insight lies in celebrating a shared heritage and community, strengthening emotional resonance with loyal customers while cultivating brand loyalty through storytelling rooted in Americana. Utilizing a comprehensive 360° media approach—including broadcast, digital, print, social, OOH, and radio—Wrangler maximizes reach and engagement across diverse touchpoints. The collaboration with agency Two by Four, a longtime partner familiar with the brand’s legacy, ensures creative consistency and authenticity in messaging. This multi-channel effort not only acknowledges Wrangler’s historical roots but also situates the brand within contemporary cultural conversations, aiming to sustain relevance among existing consumers and attract new audiences who appreciate heritage-driven fashion.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This Wrangler campaign, "What A Ride," is built around celebrating the Western way of life and honoring cowboys and loyal customers who embody this lifestyle. The campaign is positioned as a tribute—especially aligning with National Day of the Cowboy—and centers its narrative on the identity and imagery of Western living, not on solving a problem, telling a product-driven story, or using celebrities. The ad evokes aspirational user imagery, presenting wearers of Wrangler as proud participants in an enduring, authentic cowboy tradition, which directly targets those who see themselves—or aspire to see themselves—reflected in that rugged Western image.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Levi’s – Market Positioning
Levi’s is positioned as the iconic denim brand blending heritage with modern style, appealing to a broad, fashion-conscious audience. It leverages its legacy of quality, innovation, and cultural relevance, consistently updating classic styles while emphasizing sustainability and inclusivity to maintain leadership in both premium and accessible denim markets.
2. Lee – Market Positioning
Lee focuses on durable, comfortable, and affordable denim and casual wear, targeting working-class and value-driven consumers. Known for authentic American craftsmanship, Lee emphasizes functional design and heritage, positioning itself as a dependable everyday brand with a strong legacy in workwear.
3. Carhartt – Market Positioning
Carhartt differentiates through rugged, durable workwear designed for outdoor and labor-intensive environments. It appeals to blue-collar workers and lifestyle consumers valuing toughness and authenticity, combining heritage craftsmanship with modern streetwear influences to expand its urban and youth market appeal.
4. True Religion – Market Positioning
True Religion positions itself as a premium, fashion-forward denim brand with bold styling and distinctive stitching. It targets trend-conscious consumers seeking statement jeans that blend luxury and casual wear, emphasizing craftsmanship and a flashy, edgy image to differentiate from traditional Western or workwear brands.
5. Ariat – Market Positioning
Ariat blends performance technology with Western-inspired fashion, catering to equestrian athletes and consumers who value functional, stylish Western apparel. It focuses on innovation for comfort and durability in active, outdoor lifestyles, merging technical expertise with authentic Western heritage to capture niche and mainstream markets.
Q: What is What A Ride about?
A: What A Ride is a 2022 multimedia campaign by Wrangler, created in partnership with the independent agency Two by Four, marking the brand’s 75-year legacy of outfitting the American West with comfortable jeans and authentic western apparel. The campaign celebrates the enduring Western way of life and pays tribute to the loyal customers who embody this lifestyle. It extends Wrangler’s long-running For the Ride of Life narrative through a 360-degree media approach including broadcast, digital, print, out-of-home, social, and radio channels, centering on the cultural significance of the National Day of the Cowboy.
Q: What creative device does What A Ride use?
A: What A Ride employs the creative format classified by Clapboard as FORMAT#10 ASSOCIATED USER IMAGERY, which focuses on presenting a user profile that the target audience can relate to or aspire to. This technique positions Wrangler wearers as proud participants in an authentic cowboy tradition, emphasizing identity and lifestyle over product features or celebrity endorsements. The campaign’s narrative centers on aspirational imagery that reflects the rugged Western ethos, reinforcing emotional connection through cultural symbolism and community representation.
Q: What is the campaign proposition for What A Ride?
A: The campaign proposition for What A Ride positions Wrangler as the genuine source of comfortable, rugged Western apparel for individuals who value resilience, tradition, and the Western way of life. It targets consumers inspired by or identifying with cowboy culture, leveraging the shared heritage and community around the National Day of the Cowboy. By extending the For the Ride of Life narrative, the campaign strengthens brand loyalty through storytelling rooted in Americana, blending heritage with contemporary relevance to maintain Wrangler’s cultural and market significance in the fashion category.
Q: How does What A Ride rank in Clapboard's archive?
A: What A Ride holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. The rating indicates the campaign’s effectiveness in communicating Wrangler’s heritage and lifestyle positioning through a comprehensive multimedia approach.
Q: Who are the competitors in Wrangler's category?
A: Wrangler competes with several key brands in the Western and denim apparel market. Levi’s is positioned as an iconic denim brand blending heritage with modern style, appealing to a broad, fashion-conscious audience. Lee targets working-class and value-driven consumers with durable, comfortable denim emphasizing authentic American craftsmanship. Carhartt focuses on rugged, durable workwear for labor-intensive environments, combining heritage with urban streetwear influences. True Religion serves trend-conscious consumers seeking premium, fashion-forward denim with bold styling. Ariat blends performance technology with Western-inspired fashion, catering to equestrian athletes and those valuing functional, stylish Western apparel.
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