Wrangler Revives the Brutus Jeans Jingle for a New Generation

'70s track feels like a perfect fit

“When I wake up in the morning light, I pull on my jeans and I feel all right.“

Brutus Jeans’ jingle was ubiquitous in the U.K. through the ’70s. It charted worldwide for singer David Dundas with the brand references removed.

Now, Wrangler struts its stuff to that timeless earworm in fresh ads from RSA director Jake Scott.

The Brit-pop staple fits snugly into Wrangler’s trademark Americana/cowboy aesthetic. At a diner, denim-butts bop as the track—titled “Jeans On”—vibes from a jukebox.

Play

“I pull my blue jeans on. I pull my old blue jeans on.“

See! So catchy, I can’t stop typing it!

“We cast it authentically and shot in a working rural diner called Halfway House just north of L.A.,” Scott tells Muse. “We approached it much like you would a music video: a lot of attention to detail in the various ways people truly wear Wrangler, naturally.”

That authenticity extends to Hunter Doty, the dude who kicks the jukebox on the way out.

Doty hails from Fort Worth, Texas, and the spot was his “first time on set and first time in L.A.,” Scott recalls. “Hunter comes from a rodeo family and was a bull rider himself. His flight to L.A. was cancelled so he called production to apologize that he wasn’t able to make it, not realizing we could just put him on the next plane. It was his first ever flight! Good manners and a real sense of gratitude says a lot about who he is. Those are Western values in a nutshell.”

He adds: “That last shot was an homage to the final shot of John Wayne in The Searchers. Hunter had the right walk.”

Turning up the tuneful nostalgia never hurts, either.

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