An old-school neighborhood hang-out referred to as the Picwood Bowl is greater than a little bit tough across the edges, which is simply high quality by the Diamondback Donnas. It’s league night time and Donna, the chief of the pack, is about to get her recreation on.
She’s no atypical hobbyist although, decked out in fire-red cowboy boots to match her rose-inlaid bowling ball. And the best way she assaults the lane? She’s poetry in movement, with a dance-like-everyone’s-watching angle.
The character stars in a 60-second spot for Tecovas, a maker of Western put on and boots that’s kicking off its first-ever nationwide marketing campaign with new company of report Preacher.
The advert, “How She Rolls,” initially premiered throughout the well-watched CMT Nation Music Awards on CBS Sunday night time. Additionally a part of that high-profile media purchase was a fascinating companion piece referred to as “Verify Em Out,” that includes a lanky cowboy on a two-stepping journey by a grocery retailer.
Each spots, music-driven and dialogue-free, are supposed to really feel like they had been “plucked from a characteristic movie that will or could not have been made by the Coen brothers,” based on Zach Watkins, artistic director at Preacher.
Beneath the brand new tagline “Don’t Go Gently,” the marketing campaign goals to introduce Tecovas to the uninitiated whereas holding the trustworthy high of thoughts.
As soon as upon a time within the west
Executives on the younger firm—based mostly in Austin, Texas with $200 million in gross sales—wish to open up the previously area of interest and probably intimidating class to the broadest attainable viewers.
“We imagine that time-honed and time-honored Western beliefs must be accessible to everybody,” Gillian Kennedy, chief advertising officer at Tecovas, informed Adweek. “No person ought to verify your ‘cowboy card’ on the door.”
Tecovas, which launched in 2015 as a direct-to-consumer model, has been experimenting with “extra emotive tales” and a “extra editorial” strategy, Watkins mentioned.
Preacher received the account in November 2022, with Watkins saying the method centered on “chemistry, capabilities and convictions that made us really feel like we had been selecting one another.”
