“We might not need more people in the West, but would it hurt to have a little more West in the people?”
The tagline, which references a concept rather than a cardinal direction, is a fitting conclusion to Tecova’s cinematic fever dream, which the brand itself refers to as an “anthem.”
The ad captures a train ride between a young boy and his mother as they rattle into the sunset, a narrative interspersed with shots of cowboys, horses, acoustic guitars, and, of course, boots.
For a Super Bowl commercial, the spot is distinctly artistic, a creative choice the brand no doubt hopes will communicate an air of authenticity. But does it work?
Here’s what creatives thought of the ad:
Daniel Gonzalez, Creative Director, Remezcla
A solid but familiar anthem—like a Budweiser commercial without the beer.
Josh Rosenberg, CEO, Day One Agency
This is a big swing! And definitely feels like a different approach to the 2026 Super Bowl, with its short film vibes and beautiful cinematography. I’m curious to see how consumers react or respond to maybe a lesser-known brand telling a slower story with heart.
Gordy Sang, Cofounder and Chief Creative Officer, Quality Meats
Nice looking film. Definitely taps into ‘Merica vibes, which many ‘Mericans usually like.
Seth Hargrave, CEO, MediaTwo
Aspiration stands out in a sea of absurdity. While Tecova’s message is simple, it’s also relatable—particularly as cowboy culture has taken over well beyond the West. Knowing the audience is open to the message is key, and the timing of such a large investment is wise given the social shift. It’s the Taylor Sheridan effect meeting Beyonce, Post Malone, and Nashville tailgate country. Almost every fan on that spectrum has eyes on the screen.
