Denim brand Wrangler has never really been on fashion radars, but it appears the company wants to change that by launching a hot, new ad campaign to grab your attention and show just how provocative Wrangler jeans can be.

When I think classic jeans, I think Levi’s. When I think cowboy jeans, I think Wrangler. After seeing this ad, I need to reassess my jean categories.

Shot by super-cool photographer, Ryan McGinley, the ad features shots of girls and guys topless, in Wrangler jeans, wading through the depths of the lake or laying in the grass. The campaign is called “We Are Animals,” and Parisian ad agency Fred & Farid just received a Lion D’Or at the Cannes Festival for it. This is going to give the Calvin Klein orgy ads a run for their money.