WRANGLER® PBR JEANS & SHIRTS “GOT YOUR BACK” Two by Four Produces TV Spot for Wrangler® PBR Clothing Line Contact: Pat Sheehy, Director of Business Development, Two by Four Communications, 312.382.0100
by Anonymous

FOR IMMEDIATE RELEASE

Contact:            Christina Worthington                Pat Sheehy
            Account Supervisor                Director of Business Development
            French/West/Vaughn                Two by Four Communications
            919.832.6300                    312.382.0100


WRANGLER® PBR JEANS & SHIRTS “GOT YOUR BACK”
Two by Four Produces TV Spot for Wrangler® PBR Clothing Line

CHICAGO – Nov. 5, 2003 – Two by Four, advertising agency of record for Wrangler® Western Wear and 20X brands, has produced a television spot featuring a line of Professional Bull Rider jeans and shirts by Wrangler®.

The 30-second spot, entitled “Running Interference” is set to run in November on NBC during the PBR Built Ford Tough World Finals and on the Outdoor Life Network (OLN) during the PBR Mohegan Sun Invitational.

The spot depicts a day in the life of a man, “Jenkins,” wearing a Wrangler® PBR shirt and a pair of Wrangler® PBR jeans. Much like the life of a professional bull rider, he finds himself in precarious situations and in need of aid from courageous rodeo clowns (bullfighters).

Three confrontational situations play out - an upset wife wondering why he hasn't taken out the trash, a hostile foreman angrily inquiring why the construction job is off schedule and finally a "bully" police officer stopping him for speeding. As each confrontation unfolds, it becomes clearer that these bullfighters are running interference for Jenkins to escape from the "bull."

The spot ends with a super tying in the line of authentic PBR jeans and shirts by Wrangler® and playing off the three confrontations, "PBR Jeans & Shirts from Wrangler®. We've got your back."

"We're hoping to leverage Wrangler’s existing association with the PBR as the preferred clothing line of professional bull riders. We also want to go beyond the PBR fan and connect with a broader consumer market by offering an authentic clothing line,” said Ryan Bloecker Two by Four account creative director. “I mean, who doesn't want to be saved by a rodeo clown while on the job?"

“We’re really excited about the approach Two by Four has taken with this spot, it’s a new direction for Wrangler®,” said Robin Rich, senior marketing manager, Wrangler® Western Wear. “The spot showcases the PBR line in a unique, humorous way that we think will really resonate with the PBR consumer.”

Creative Director: David Stevenson, Ryan Bloecker
Art Director: Ryan Bloecker
Copywriters: David Stevenson, Ryan Bloecker
Account Executive: Jennifer Oschwald

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About VF
VF Corporation is the world's largest apparel company and a leader in jeanswear, intimate apparel, playwear, workwear and daypacks. Its principal brands include Lee‚, Wrangler‚, Riders‚, Rustler‚, Vanity Fair‚, Vassarette‚, Bestform‚, Lily of France‚, Lee Sport‚, Healthtex‚, JanSport‚, Eastpak‚, Red Kap‚ and The North Face‚.
VF Corporation's press releases, annual report and other information can be accessed through the Company's home page http://www.vfc.com.
About Two by Four
Two by Four is a full-service advertising agency that creates and executes strategic and creative marketing communications for its clients. Two by Four offers clients advertising, design, promotions and media all under one roof. By providing clients with integrated services, Two by Four achieves not only efficiencies of scale, but also outstanding creative work consistent across all mediums.