A while back I wrote 'Go Forth' was the best commercial I'd seen since since Freedom to Move by Levi. Actually the former ad has more qualities because to me it signalled a shift in the rasion d'etre of brands vis a vis the cul de sac logic of consumption. Most people I know disagreed with me about that but after seeing this latest Wrangler commercial I enjoy that this type of content is a break from tedious commercial breaks.
That is a long discussion about the possible emerging purpose of brands in a moral sense. Too big for me to go into now though I did have some ideas about all that when John Grant was writing The Green Marketing Manifesto. His new book is out now, and I think he may be writing a post about it here so keep an eye out for that.
Anyway, some might say the Wrangler work is derivative but I like the sense of basic necessities that is being communicated. The poetry if you will.