B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • oOh!Media
  • Anthony Albanese
  • WPP
  • Thinkerbell
  • Special
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Wrangler Launch ‘MoreThanaBum’ Campaign To Challenge Female Stereotypes
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Wrangler Launch ‘MoreThanaBum’ Campaign To Challenge Female Stereotypes
Advertising

Wrangler Launch ‘MoreThanaBum’ Campaign To Challenge Female Stereotypes

Staff Writers
Published on: 19th September 2016 at 10:51 AM
Staff Writers
Share
1 Min Read
SHARE

Denim wear firm Wrangler have launched its “Morethanabum” campaign that asks viewers to challenge their views on female sexuality and empowerment.

The ad was shot in Amsterdam and features music and narration by New Zealand musician Kimbra. Check out the three and a half minute campaign here.

https://www.youtube.com/watch?v=IJiRLXQm-QE

The ad talks to a number of successful women who, apparently, often get commented on for the attractiveness of their backsides – hence the “more than a bum”. The campaign  features Olympic volleyball player, Francesca Piccinini, dancer and choreographer Nikeata Thompson, and transgender activist Paris Lees speaking to Kimbra about what it means to be “more than a bum.”

However, the ad – which was developed by female creatives from the Amsterdam agency We Are Pi – doesn’t just come with a feminist message, it’s also trying to flog some jeans, too.

The ad promotes Wrangler’s new Body Bespoke denim range which uses technology to ensure no matter the size of the wearer every size is equally flattering. Hence, why the ad also includes a lot of shots focused on the wearer’s derriere.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, The Today SHow
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Keep Left Updates Earned Media Impact Score Platform
16/05/2025
Amplitude Introduces Enterprise Marketing Capabilities
16/05/2025
Lee Kum Kee To Flavour Asian Cooking On MasterChef For Another Season
16/05/2025
Twilio Announces Multi-Year Partnership With Microsoft 
16/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?