Fred & Farid’s new work in its Grand Prix-winning “We are animals” Wrangler campaign aims to sell jeans by showing half-nude humans floating in pools of blood, writhing in the bowels of hell and screaming in torment with their heads on fire. I’m exaggerating a little (that’s not fire, it’s dust), but these images are awfully satanic—visceral even by the past sultry standards of this particular campaign. It’s all about unleashing the inner beast, or the fiery passion of the brand, or—well, just look at the ads. These are lost souls in hell! It makes Diesel’s “Be stupid” manifesto look safe and sedate by comparison.