The new campaign for Wrangler, populated with half-naked models trapped in a creepy wildlife documentary, is getting mixed reviews. Shot by Ryan McGinley and Tim Barber in New Jersey, the campaign has a sexy and out-of-sync look we’re not prepared to see in a Wrangler ad. Personally, I dig it. It looks really fresh to my eyes, and it’s nice to see that an ad can use McGinley’s style without garbling it somehow.

Wrangler seems to be counting on cool photography to elevate its terminally square brand. It just might work. Think about the successful re-positioning of Pabst Blue Ribbon as a hipster beer.

The Wrangler ads are by FFL Paris and they’re for Europe, which means you’ll only see it in the U.S. on blogs like this one… and whatever contests this campaign inevitably wins.
Companion TV spot here.
More ads and credits at AdsoftheWorld.com.