When it comes to making commercials, Western-wear manufacturer Tecovas is going cowboy.

Rather than spend its marketing budget crafting only the usual series of traditional 30- or 60-second video ads, the direct-to-consumer company decided to fulfill some bigger ambitions. Tecovas is releasing a 13-minute short film that features Michael Shannon and Ryan Bingham, among others, with narration by Sissy Spacek. “Love Letter to Texas” doesn’t have a lot of hard sell, but executives at the company hope it will create a different sort of connection with current and potential customers.

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“This is an opportunity to just entertain an audience. There’s no