Wrangler Europe's attempt to empower women ended in powerful PR failure.
The brand launched the campaign with the claim that they wanted to "change the conversation to what women DO and not just how they look." Partnering with New Zealand pop artist Kimbra, they released a video with lyrics like:
She's changing the conversationWith a whole new exaltation Say - I'll be who I be Won't let the world tell me no differently Ain’t about what's behind meAnd it has imagery like:
The video eventually shares the whole woman, but the focus on bums tends to undermine the whole point of the attempt at socially-responsible advertising.
Source: The Independent