How does a cowboy boot compare to a video call, a six-pack or a duckling? That the question Greatest Common Factory’s latest work for Tecovas asks. Inspired by product demonstrations, 'Versus' features five 15-second spots extolling the basic virtues of the affordable, comfortable boots that make wearers feel more confident. The new work is the latest in a series supporting a brand theme of 'walk taller', introduced a year ago, and follows on the heels of a succession of limited-edition python boot campaigns
that sold out inventory in as fast as three hours.
One spot compares the Tecovas Bandera to a video call. “One’s got everything it takes to get the job done. The other, just a lot of jibber jabber.”
Another compares the Cartwright to a six-pack: “One makes you feel like you can kick down a door, the other does too with an extra 1600 calories.”
The Johnny versus a ducking? “One repels water and makes the ladies swoon. The other, quacks.” In all cases, the boot wins with “confidence and grit shipped right to your door.”
Of course, one spot takes on the competition squarely, with the Duke versus a fancy Italian shoe. “One makes you feel like you could rob a stage coach. The other robs yours.”
“We’re contextualising a place for boots in people’s minds,” said John Trahar, strategy lead at Greatest Common Factory. “The ads work within stereotypes and transcend them at the same time. They’re funny, so they can create a youthful boot brand that appeals to people who haven’t considered cowboy boots yet and still validates the aficionados.”
The ads will run across a range of networks, sites and social media platforms through spring.
“We’re trying to update the notion of what cowboy boots are and can be,” said Rich Lesperance, CMO & GM at Tecovas. “Our customer base is extending well beyond our country roots as cowboy boots become a fashion statement among self-determining young adults and urbanites. Whoever wants to come along for the ride is welcome, and seems like quite a few people.”
Indeed, Tecovas’ core audience is growing larger and more avid. The last special edition python boot the brand launched last fall sold out in three hours. That followed sellouts in 24 and nine hours. Part of the reason owes to what Jacobs calls 'a hype machine' that Tecovas advertising has generated through two fan groups on Facebook – a private Tecovas Insider group that gets advance product information from the brand, and a public group called Tecovas Enthusiasts whose members post dozens of fashion photos with hundreds of comments every day. The fans egg each other on to seize new releases.
Since it pioneered DTC for cowboy boots, Tecovas has consistently taken advertising for the category in new directions. The brand emphasises selling more to a growing customer base vs. trying to sell to everybody, so GCF simultaneously works within and transcends stereotypes. The latest work is a continuation of the brand campaign, 'Walk Taller' and a new chapter in product ads supporting it.