Tecovas’ spot features the train journey of a young boy riding across West Texas landscapes. As he travels, he sees real-life ranchers and artists, including Gerry Gessell, Ronnie Davis, and Keith Malloy. The ad is narrated by country musician Terry Allen, a Texas favorite. He voices the brand’s core message in the final line of the commercial, saying, “We might not need more people in the West, but would it hurt to have a little bit more West in people?” Tecovas initially released ‘True West’ in spring 2025, but the brand chose to bring it back for the major football event to emphasize their investment in sports media, such as through their sponsorship of NASCAR in 2026. Tecovas’ focus on authenticity and craftsmanship also comes through with their release of behind-the-scenes footage of the ad’s practical effects and production.

With national pride slipping amid political polarization and institutional distrust on the rise, American patriotism is in flux. People are turning to culture instead, finding their values and beliefs in brands and experiences that ground them in ways they’re unable to find elsewhere. Shopping through a political lens is commonplace, with the likes of Republicans willing to pay more for American-made goods and publicly boycotting brands that don’t align with their views. To this end, brands are digging deep into American heritage and craftsmanship – easiest for brands such as Tecovas which are rooted in Westernwear. Workwear brand Red Wing’s Made the Hard Way campaign similarly uplifts their core audience of American tradespeople, while on the more aesthetic side, Abercrombie has partnered with Westernwear brand Kemo Sabe to develop a line of leather and denim apparel. The harkening to Americana isn’t without question, though, as public figures such as Kendrick Lamar and Nezza celebrate Black and Latine cultures and criticize the whitewashing of the country’s history.