CP+B Explains the Rules of Underwear Giving
Fruit of the Loom campaign suggests who you should and shouldn't give pants to this Christmas.
A new holiday campaign from CP+B Boulder has launched for Fruit of the Loom around the traditional, yet often awkward ritual of giving the gift of underwear.
Underwear as a gift is intimate, given only by those who love you and the work – which includes online video content led by a spot as well as a mobile game – deals with the awkwardness of offering the present to the wrong person.
The mobile aspect of the campaign, in which you will see a series of characters and can decide who you should and should not give underwear to this Christmas, will appear on Spotify and Pandora and there is also a similarly themed quiz featured on the Fruit of the Loom website.
Some of the people addressed in the campaign in addition to the traditional family include a policeman, a postman and a Scottish bagpipe player.
The brand previously released an amusing campaign in line with April Fools’ Day earlier this year that saw it plugging a unique Undie Iron product which removes creases from your underwear.
The latest spot, below, is directed by Peter Martin via Imperial Woodpecker.
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powered by
- Agency Crispin Porter + Bogusky
- Editing Company NO6
- Post Production Optimus Design
- Production Imperial Woodpecker
- Chief Creative Officer Ralph Watson
- Creative Director Matt Fischvogt
- Director Peter Martin
- Editor Chan Hatcher
- Executive Creative Director Tony Calcao
- Executive Producer Charlie Cocuzza
- Producer Lawrence Lewis
- ACD Mona Hasan
- ACD Nicholas Buckingham
- Director of Video Production Kate Hildebrant
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