Unobservant New Yorkers Lose Out in Fruit of the Loom Stunt

No-one notices advertising these days, right? In fact, there could be a billboard right in front of you, spelling out how to obtain a fat wad of cash within the bounds of legality and decency, and you'd still walk past it, blithely oblivious.

CP+B has taken a dig at consumers' increasing unobservance in its latest campaign for Fruit of the Loom. In a stunt to promote the brand's new Everlight underwear - which is specially designed to go unnoticed by the wearer - they stashed smalls all over Nork York City, along with stacks of dollars, free for the taking in broad daylight, to see who, if anyone, would notice. 

To point passers-by in the right direction, the agency spelled it out across a multitude of advertising channels - from print ads to posters, QR codes, tiny doors and even a small, plaintively waving inflatable man at pavement level - offering clear instructions on how they could get their hands on the cash.

One billboard on a busy street told viewers to punch through the paper and crawl inside to retrieve the loot; another invited them to look through a viewer pointed at a brick wall [below]. In a lesson in how important it is to read the small print, one ad in a newspaper classifieds section, ostensibly for an out of date printer, even offered to throw in a 1998 Toyota Corolla along with a pair of underwear. 

The grand total of people who paid attention to the advertising? Six - in a city of nine million.

The stunt follows on from the Tom Kuntz-directed spot, Underwear Heard Around The World [below], which riffed on global surveillance and paranoia.