Sometimes a pair of jeans is just a pair of jeans

And other times, apparently, there is oh, so much more to it than that.

According to the agency Fred and Farid in Paris, this campaign (found on I believe in Advertising) is more than a campaign signature.

"In today’s society, our animal instincts are smothered by daily modern life, city-living and constant technological developments," they say. "Man is an animal, but he no longer knows it. . . . [this campaign] is a reflection of the new vision of the Wrangler brand, repositioning itself through instinct and emotion. Each campaign will run across Europe, and will develop, substantiate and deepen this statement, reminding us that we are, before all else, animals."

Well, all-righty then. The photography here is wonderful, the creative is very cool. That statement is a bunch of pretentious crap."

Actually, these are the latest in a campaign that started last August. I didn't like it then, either. At least I'm consistent.

And at least now the models don't seem to be dead. Which is always a plus.

ADDENDUM 6/26 -- This campaign won a Gold Lion at Cannes. This means that either I am an idiot who just freaking doesn't get it or that advertising and its awards shows are more full of themselves than anybody thought.

I'd say that it's probably a lot of both.

(Please note the gratuitous use of color above.)