Is Wrangler’s new campaign from We Are Pi a bummer?

Does my bum look big in this? What a question – “it ain’t about what’s behind me,” at least if you’re wearing Wrangler Bespoke Jeans.

Wrangler says its “trying to change the conversation” about women and their features with a new campaign #MoreThanABum, featuring musician Kimbra creating a new song incorporating various women’s rendition of “bum.” Rather than trying to get loads of social media publicity (most of it bad) in which it has succeeded triumphantly.

Is this the logical consequence of the brand empowerment of women, begun by Dove and copied by just about everybody else?

So it ain’t about what’s behind you, it’s what’s in front. Your life that is.

Well I suppose it might be but it’s a strange way to sell bum coverings.

MAA creative scale: 4.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.