Men’s underwear. Hard to be creative, you mostly see crotch shots. You may have seen this ad, if you have I apologize, it has been on the air for about six months now. But you have to give Fruit of the Loom credit for their creativity. Maybe I am just a sucker for a nice piano riff, but I do think this is well executed, screams of brand recognition, and gives life to an otherwise boring product category. And take a look at the microsite – talk about continuity and getting the most out of a great concept.
Now I would say this is an example of a solid, attention-getting campaign. Of course, I guess they could lose the fruit, foam up and fly birds around – but thankfully they seem to have a clear marketing strategy and great creative. They have a few other spots and songs out there, but this one is just precious. Hats off to The Richards Group who created this ad!
Here are the lyrics so you can sing along!
Are you boxers, are you briefs,
Or something in between?
Do you dream in heather gray,
Or a place where trunks are mostly bluish green?
With a waistband softer than the rain.
Well, I don’t care what you want to wear down there
‘Cause I got everything you need.
I won’t leave you bare, in your search for underwear.
From country roads to mansions by the sea.
‘Cause if it ain’t Fruit, you’ll never live… Comfortably.
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