• by Larissa Faw , December 27, 2019

Direct-To-Consumer boot maker Tecovas has launched a new series of ads that continue to position the brand as the “official shoe of America.” 

One spot, titled “Official Shoe,” features a gravelly voiced male voiceover discussing self-confidence and cowboy boots. Another, “First Rodeo,” follows a man cradling his baby, a groom at the altar, a lead singer heading onstage, and two brothers fixing an old car, all clad in Tecovas boots.  

And a third spot, “Big Places,” asserts that there are still frontiers men have yet to encounter, and can do so confidently in their Tecovas boots. 

The spots were developed with Greatest Common Factory (GCF) and will air on more than a dozen TV networks and over 100 sites, including MSNBC, ESPN and Fox. 

Since partnering a year ago, GCF and Tecovas have attempted to break through the DTC clutter with innovative advertising tactics. An initial campaign tweaked the traditional masculine cowboy image by showing boot-clad men confidently drinking pink wine. In the fall, GCF ran social media ads telling consumers why they should not buy a limited-edition, Tecovas python boot, resulting in the inventory selling out in 24 hours.