Professional Rodeo Cowboy Association
The tag line for our PRCA print campaign,”65 Years of Cowmen” promptly makes the point that this is not a sport for boys. Never has been, never will be. Jockeys ride the wind while Bull and Bronco Riders get tossed like a rag doll by a pissed off hurricane from Hell. These are Cow Men, not Cow Boys.
The ads utilize design elements that were prominent in old Lone Ranger comic book art and ads having anything to do with Cowboys or western wear. They are used to pay homage to the Association’s heritage and long history. The air of naivete in the young Cowboy’s comments is a juxtaposition of what is going on in the main visual.