It's a universal truth that as we grow up, we lose that sense of childlike wonder for the world around us. Life begins to feel smaller, more confined and at times overbearing; you long for that sense of freedom that once was. Told through the story of a man who is confronted by life's obligations, we see flashes of his innocent past juxtaposed with his struggles of today, until the pure power of the Wrangler Rubicon 392 enables him to free himself, to escape from the pressures of life and breathe again - to become that kid again. Happy, fearless, wild…roaming free.

Coming off the back of a year predominantly spent confined indoors, we wanted to connect with our audience on a deeper, more visceral level and convey the sense of freedom and adventure that awaits with the new Wrangler Rubicon 392. Our human truth, that as we grow up we begin to feel more confined, more confronted by the things life throws at us, is amplified in our region. Our society, our cultural norms, our familial pressures can at times feel overbearing to the point of feeling caged. In this film we wanted to balance that tension with the feeling of freedom that comes when you put your foot down and roam free in the powerful Wrangler Rubicon 392. We wanted to capture that feeling of breaking free through an invitation to Rewild Yourself.

We wanted to create a portrait of the struggle of man against the shackles of life. To capture that feeling of gradually becoming suffocated with the obligations and responsibilities of circumstance, culture and family. Flashbacks from childhood, visual metaphors of your deepest desires all woven together to create a visceral punch for the viewer. We’ve all felt the brick walls of life, the crushed dreams of our childhood, and we all know how life can make us smaller and subordinate. And deep inside we all crave to escape from its pressures. Sometimes that spark of change can happen just by the blink of an eye as an idea is formed in someone’s mind. The Wrangler Rubicon 392 emerges as the trigger for this liberation. Once you get behind the wheel you become that kid again, roaming free. We wanted everyone to see themselves in this film.