Wrangler is drawing from its legacy as a lifestyle brand to create a more emotional campaign for Fall ’16.

The 70-year-old denim label, a division of VF Corporation, unveiled a new strategy for its national television ad campaign that depicts the brand as a part of important moments—big and small—in consumers’ lives. The 30-second commercial includes clips of a father coaching a youth football team, a couple catching a sunset on a mountain top and a group of young friends on a road trip.

In recent previous seasons, Wrangler relied heavily on its partnerships with George Strait, Brett Favre and Dale Earnhardt, Jr. to tell its story. These partnerships will continue in targeted radio, digital and social media opportunities.

In a press release, Wrangler President Tom Waldron said, “Wrangler has a rich legacy, universal awareness and tons of currency among consumers drawn to American values of family, friends and community. We believe that there is equity and share to be gained by promoting our brand’s unique DNA in a way that resonates with a broader range of viewers while reaffirming the attributes that have earned Wrangler so many loyal consumers.”

The TV ad begins airing nationally on sports and entertainment channels in September. A supplementary national print and digital media advertising campaign will run as well.

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