Fruit of the Loom points out the difference between what women want and what men want in the former's undergarments (hint: With men, it's not necessarily women's comfort), in a new $30 million campaign. Fruit of the Loom, of cour se, strives for comfort over sexiness in its products. The humorous TV advertising first ran in Canada and was created by Leo Burnett
Co., Toronto. Another commercial also is set on a clothesline, and features an array of women's underwear styles that are decidedly not Fruit of the Loom.