Sexy Marketing: Photographer Ryan McGinley's racy 'We Are Animals' campaign for Wrangler Jeans

June 27, 2:45 PMSex & Relationships ExaminerSarah Estrella

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Apparently not content to let Calvin Klein have all the fun with ads implying threesomes and foursomes and moresomes, the "We Are Animals" campaign for Wrangler was created by photography star Ryan McGinley for Parisian ad agency Fred & Farid, and depicts teen models, in various stages of undressed-down-to-their-jeans, behaving like... animals.

The 2008 campaign won the Lion d'Or prize at the Cannes Lions International Advertising Festival this week.

Via Guardian.co.uk: Wrangler ad's sex appeal wins over judges:

David Lubars, the president of the Cannes Lions press jury, said the campaign had won because the idea could work globally to change the US-centric view of the Wrangler brand.

 "It is a very emotional campaign, you can see how it can go into all kinds of areas," added Lubars. "The theme is we are animals, a very primal, sexual approach. Before the brand was about middle-aged cowboy jeans from America. Now it takes a whole different look overnight."

US judge Gerry Graf, the chief creative officer at Saatchi & Saatchi, said the campaign "screams raw sex". "That's what you want when you put on some jeans. That's what I want," Graf added.

Not quite the image I had of Wrangler as a brand, but then again, I guess that's the point. Check out some images from the campaign in the slideshow below. The shot of the three heads poking out of the water reminds me of one of my favorite images of all time, Will Oldham's photo for the cover of Slint's Spiderland album.

Here's a look at a video from the ad campaign:

Humans from wrangler on Vimeo.

What do you think? Sexy? Scary? Just kind of weird? Even if you don't care for the Wrangler campaign, be sure to check out McGinley's website: He's one sexy artist.