It is a great ad campaign not because it is immediately recognizable as a jeans commercial, or that it uses celebrities, or touts low prices, rather because it is arresting, engaging and, yes, controversial. People will remember this series of ads because they thought it was too arty, because they thought it was educational, because regardless of their thoughts it is being discussed. Maybe some people will buy those Wrangler jeans because their favorite football player told them how cheap they are, but few will remember that ad beyond the day they saw it. This ad, on the other hand is now memorable.