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Wrangler just recently unveiled their new Spring/Summer 2010 Red campaign. The ads are a continuation of their eye-catching We Are Animals series, a departure for the brand most often known for its Americana heritage

In the ads men and women are saturated in red water or captured frolicking in a fury of red dust. Raw, yes. Visceral, yes. Highly-charged, yes. Does it turn my former view of Wrangler up on its head? Well, yes. That is until visiting their website and seeing the image of the classic cowboy. Now I'm just confused.  

The campaign has already launched in trade magazines but will launch in consumer print by March of this year. 

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