The Wrangler brand is repositioning itself through instinct and emotion.
Wrangler品牌想要透過本能情感重新定位。

Wrangler’s new strategic and creative platform seeks to re-awaken our bottled-up instincts and to encourage who and what we fundamentally are, by putting all that is pure, natural and instinctive back into Man.
新的策略是想要喚起人們被抑制的本能，以及藉由還諸人們純粹、自然以及本能，來強化我們原本是什麼。

(source: http://www.10ad.org/wrangler-we-are-animals-advertising-campaign/)

Different executions portray young people in nature-filled settings posed like animals in the wild. Some ads show people in Wrangler jeans or denim shirts. In "Dakota on Road," a woman clad only in white jeans stands in the middle of a road's yellow lines, caught like a deer in approaching headlights. In "Dakota 1," a woman is submerged in water up to her nose, like a crocodile or a hippo.

不同的執行描繪年輕人在充滿自然的場景，擺出像野外動物的姿勢。有些廣告人士穿牛仔褲或是T恤。在"Dakota on Road"，一個年輕女子只有穿白色牛仔褲，站在馬路黃班線的中間，像一隻鹿被車前大燈照到一樣。在另一個"Dakota 1"，一個女子像一個鱷魚或是河馬一樣，浸入水中到她的鼻子。

另外，在代理商的網站有呈現出100張"We Are Animals"的概念，請點 http://fredfarid.com/

(source: http://adage.com/cannes09/article?article_id=137553)

我自己最喜歡這一樣，很有藝術感，可能我的裁切不是最原始的作品風貌，這個英文典故講一下a deer in the headlight 茫茫黑夜中，一隻鹿突然被車燈照到，它會被突然亮光嚇的不知所措，就會呆呆站著不動，因此容易被車撞倒。

Kidding aside, marketers often refer to new products as providing “news” for consumers, assisting a brand to stand out in a crowded category. Mars Petcare U.S. and its agency, the BBDO West division of BBDO Worldwide, have taken that literally, by creating a make-believe newspaper to chronicle the arrival of Cesar Sunrise.