Wolf Brand Chili—Opening Up A Big Ol’ Can of Texas

True, we are a Chicago agency.  But when your client sells a Lone Star State staple, you learn Texan right quick.

Our new campaign for venerable Wolf Brand Chili had to reach a dual audience: native Texans familiar with the #1 brand they’ve known since 1895 and new markets where we will introduce this bold and bean-less delight. We needed authentic content, and lots of it. So we spent two weeks shooting all over the state with director/Texan Jeff Bednarz. We staged some scenes then hit the road to find what we’d find: cattle drives, longhorns, rodeos and lots and lots of chili. Powers Boothe’s deep, gravelly voice finishes these two spots of the Texas we found…and love, Yankees or not.

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Behind the scenes:

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