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An old-school neighborhood haunt called the Picwood Bowl is more than a little rough around the edges, which is just fine by the Diamondback Donnas. It’s league night and Donna, the leader of the pack, is about to get her game on.
She’s no ordinary hobbyist though, decked out in fire-red cowboy boots to match her rose-inlaid bowling ball. And the way she attacks the lane? She’s poetry in motion, with a dance-like-everyone’s-watching attitude.
The colorful character stars in a 60-second spot for Tecovas, a maker of Western wear and boots that is kicking off its first-ever national campaign with new agency of record Preacher.
The ad, “How She Rolls,” initially premiered during the well-watched CMT Country Music Awards on CBS Sunday night. Also part of that high-profile media buy was a captivating companion piece called “Check Em Out,” featuring a lanky cowboy on a two-stepping trip through a grocery store.
Both spots, music-driven and dialogue-free, are intended to feel like they were “plucked from a feature film that may or may not have been made by the Coen brothers,” according to Zach Watkins, creative director at Preacher.
Under the new tagline “Don’t Go Gently,” the campaign aims to introduce Tecovas to the uninitiated while keeping the faithful top of mind.
Once upon a time in the west
Executives at the young company—based in Austin, Texas with $200 million in sales—want to open up the formerly niche and potentially intimidating category to the broadest possible audience.
“We believe that time-honed and time-honored Western ideals should be accessible to everyone,” Gillian Kennedy, chief marketing officer at Tecovas, told Adweek. “Nobody should check your ‘cowboy card’ at the door.”
Tecovas, which launched in 2015 as a direct-to-consumer brand, has been experimenting with “more emotive stories” and a “more editorial” approach, Watkins said.
Preacher won the account in November 2022, with Watkins saying the process centered on “chemistry, capabilities and convictions that made us feel like we were choosing each other.”
