Ariat’s “New Boot Goofin’” April Fools’ Campaign Was Absolutely Genius

And Proof That Western Brands Know How to Have Fun

Ariat just pulled off one of the best April Fools’ campaigns we’ve seen in a long time. On April 1, the Western wear brand dropped a fake ad for a brand-new boot line called “New Boot Goofin’”—and the internet lost it.

In true comedic fashion, the campaign starred none other than Lieutenant Jim Dangle from Reno 911!—played by Thomas Lennon—rocking his iconic short shorts, aviators, and a pair of shining, extra-goofy cowboy boots. The fictional line promised boots “so goofin’, they’re illegal in five states,” and it came complete with slow-mo shots, exaggerated boot poses, and a hilariously dramatic narrator voiceover. If you didn’t know it was a joke, well, that was kind of the point.

And honestly? Bravo, Ariat.