For the westernwear brand Tecovas, Super Bowl 60 technically is its first rodeo.
The footwear and apparel company, which first launched in 2015, will make its Big Game debut on Feb. 8 when it airs its 30-second spot, “True West,” on Peacock. The placement, secured by Tatari, is slated to premiere in the second quarter and will run only on the streaming platform, according to Krista Dalton, Tecovas’ chief marketing officer.
Originally released in spring 2025, True West first ran in segmented markets, making this Super Bowl appearance the first time Tecovas is pushing the film at a national scale. Rather than producing new creative for the opportunity, the brand chose to elevate an existing piece it views as its clearest articulation of what Tecovas stands for.
Directed in-house by vice president of creative Scott Ballew, True West unfolds as a cinematic “fever dream,” following a young boy on a train journey through the West Texas landscape. To maintain the authentic feel, the spot used working cowboys rather than actors, and its narration comes courtesy of acclaimed country musician Terry Allen.
The film is meant to capture the spirit of the region and the ethos of the brand, embodied in the closing tagline: “We might not need more people in the West, but would it hurt to have a little bit more West in people?”
The decision to reuse the spot was deliberate, according to Dalton. After securing the Super Bowl buy last summer, the team budgeted for new creative but ultimately returned to True West as the foundation for a much larger brand push tied to America 250, the upcoming semiquincentennial celebration of the United States.
The film, Dalton said, never hit a saturation point despite airing throughout the fall across college football and NFL games through Disney partnerships.
“We could build something different, or we could use this spot we already love,” Dalton said.
That emphasis on craft extends beyond the ad itself.
Tecovas plans to roll out behind-the-scenes footage alongside the campaign to highlight the practical effects and production work involved in the spot, including one scene of a horse running parallel to the train that required using four cameras at once. Dalton said the content is designed to reinforce trust at a time of growing consumer fatigue with generative AI.
“We don’t do GenAI,” Dalton said. “The behind-the-scenes footage helps showcase that our ads are handmade with care, just like our boots.”
The Super Bowl placement sits within Tecovas’ broader investment in sports television, which began roughly 18 months ago.
