• by Fern Siegel , April 7, 2023

Western apparel company Tecovas, known for its handmade cowboy boots, has kicked off its debut national campaign: “Don’t Go Gently.”

The new tagline and platform, courtesy of Austin, Texas-based Preacher, is the first since the agency won the account in November 2022.

Two 30-second spots focus on those who can carry off Tecovas boots. Dance moves augment their fashion choices, underscoring a pioneer, individual spirit.

The spots are here and here.  

"Tecovas is on a mission to reimagine the true spirit of the West by taking the best parts of our collective Western heritage, says Gillian Kennedy, CMO of Tecovas. "Our new brand campaign, led by tagline 'Don't Go Gently,' is based on the idea that life is here for the taking and western goods are a conduit to the best parts of life. 

Spots will air in 10-, 15-, 30- and 60-second versions until year’s end. Ads run on the Food Network, Bravo, FIFA World Cup and on OTT across Paramount+, Hulu, YouTube TV, Peacock, Discovery+ and CW. Two 60-second spots will run across Tecovas’ owned social channels, TikTok, Facebook, Instagram and Pinterest, as well as national print, and out-of-home ads in Austin.

Founded in 2015, Tecovas is rooted in a love for cowboy boots and on a mission to make Western wear more appealing to a larger audience.

“Don’t Go Gently is a rejection of approaching life with trepidation and second-guessing. It's about being the first to try something, go somewhere and engage with someone,” said Zach Watkins, creative director at Preacher.

Founded in 2015, Tecovas serves customers via its site and 26 stores nationwide.