Tecovas, a maker of Western wear and boots, has launched its first national campaign, titled “Don’t Go Gently”, created by its new agency of record Preacher.
The spot, “How She Rolls”, is set in an old-school neighborhood haunt called the Picwood Bowl and features a woman who makes her appearance wearing fire-red cowboy boots that match her rose-inlaid bowling ball. After busting some dance moves on the lane, she throws the bowling ball and manages to hit all the skittles.
The commercial, scored by Dane Sturgeon’s song “Queen Bee”, ends with the tagline “Don’t Go Gently” appearing on the screen.
“How She Rolls” premiered during the CMT Country Music Awards on CBS Sunday night.
The campaign also includes another spot, titled “Check Em Out,” featuring a lanky cowboy on a two-stepping trip through a grocery store.
Tecovas, which launched in 2015 as a direct-to-consumer brand, is based in Austin, Texas, and has $200 million in sales.