New commercials from Greatest Common Factory position Tecovas as "Western goods for new frontiers." The work is meant to expand a message of self-confidence established in the agency’s initial work for the Western apparel pioneer, and present Tecovas as a brand with lasting value.
After creating an online frontier for fine-crafted cowboy boots, Tecovas has continued to expand rapidly on multiple levels. The brand has added significantly to its signature western boot styles and accessories, moved into apparel, and started to open bespoke stores in major markets.
In “Official Shoe,” the voiceover says cowboy boots “have an opinion and grit… they stand with confidence in every moment you get… America, cowboy boots are ready for what’s next, so you can be too.”
In “First Rodeo,” the voiceover says, “the best way to approach the unknown, the moments that matter, is with as much confidence as you can carry.” A new father cradling his baby, a groom at the altar, a lead singer heading onstage, and two brothers fixing an old car, are all wearing Tecovas.
There's a third spot "Big Places," which you can see here.
Since partnering a year ago, GCF and Tecovas have bucked category conventions in advertising the way the brand has disrupted them in product and delivery. For example, in October, GCF ran social media ads telling consumers why not to buy a limited-edition, dangerously handsome Tecovas python boot. The inventory sold out in just over 24 hours. And the initial campaign this spring – which featured a handsome, well-booted cowboy who’s comfortable trying a pink drink or walking away from a snake – has significantly increased awareness, traffic and sales for Tecovas.