Last but not least: Judge of the underpants
In a commercial, the New York-based underwear brand Tommy John celebrates men who discreetly adjust their underwear in public—a phenomenon that is now set to become a thing of the past.
Whereby "celebrating" is a bit of an exaggeration. Rather, the label addresses an omnipresent problem that is often annoying but rarely discussed: Many men's underpants don't fit well. Tommy John wants to change that. Firstly with a product that fits perfectly (claim: "No adjustment needed") and secondly with a campaign that aims to change nothing less than the way men think about their choice of underwear. "We couldn't understand why everyone in the industry was doing the same thing. Underwear and underwear advertising hasn't really changed since Marky Mark and 1992", says Josh Dean, Head of Brand at Tommy John. "We're not afraid to be different and address the uncomfortable truths of the male world. By drawing attention to the fact that there is a solution to the problem, we are tackling a taboo in a humorous way." The 60-second spot was created by the Preacher agency. And it works perfectly. (hae)
