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    Tractor Supply teams up with Yellowstone star Lainey Wilson in ‘Life out here’

    The Yellowstone cast member and rising country music star will serve as both the new face of Tractor Supply and a mentor to other emerging songwriters.

    Tractor Supply Company is wheeling in both vertical video and Lainey Wilson’s country twang in its latest ad, ‘Life out here.’

    ‘Life out here’ debuted during Paramount Network’s season 5 premiere of neo-Western drama series Yellowstone last night, which Wilson — winner of the New Artist of the Year and Female Vocalist of the Year during the 2022 Country Music Awards (CMAs) — also stars in. The campaign also marks the beginning of Wilson’s role as Tractor Supply’s first-ever brand ambassador in its “emerging artist program,” which officially kicks off in 2023.

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    “From small-town aspiring songwriter to the fastest-rising star in country music, Lainey is the perfect mentor, advocate and spokesperson for Tractor Supply and our emerging artist program,” Tractor Supply’s chief marketing officer Kimberley Gardiner said in a statement. “Growing up in a small farming community and becoming the most nominated artist at this year’s CMA Awards, Lainey is the definition of ‘Life out here.’“

    Shot in a vertical video, social media-savvy style, the ad chronicles Wilson’s life — from humble beginnings in a small farming community of under 300 people up to the present day. We see her riding horses, cavorting in fields and bonding with others around the campfire, to becoming the most nominated artist at this year’s CMAs. Wilson’s latest release, ‘Live off,’ provides the soundtrack.

    Tractor Supply’s emerging artist program will be aimed at creating a path and platform for their brand ambassadors and their art through partnerships. Wilson will lead the program, while several other established (albeit currently undisclosed) country music artists will serve as mentors to help nurture the careers of up-and-coming musicians. 

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    The campaign was developed by FlyteVu, also the creator of Bumble’s superbowl spot starring Serena Williams.

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