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Gildan Activewear - Getaway

February 03, 2013 | :30

Legend has it that dudes sometimes develop strong, irrational attachments to a favorite T-shirt. The Gildan T-shirt is so good in this spot, by DeVito/Verdi in New York, that the lout in this spot risks his morning-after getaway to go back for his shirt -- which is on his ladyfriend's body. We can pretend the reaction shot from the cat represents the Parents Television Council response to this ad. 

A rookie in the Super Bowl, Gildan was a T-shirt wholesaler looking to break into the retail game and compete with Fruit of the Loom and Hanes (which itself ran a Super Bowl spot in 2003 called "Tagless"). Loom. Gildan jumped from almost zero market share in the U.S. to 7% that year.

Director: Super Bowl vet Erich Joiner, whose portoflio also includes Bridgestone's "Performance Football" and "Performance Basketball" in 2012, Bud Light's "Skier" and "Meeting" in 2009, Bud Light's "Wine & Cheese Party" in 2008, Honda's "Peaks" in 2005 and AT&T's "Gilligan's Island" in 2003. Production company: Tool of North America. Director of photography: Bob Richardson. Executive producers: Dustin Callif, Oliver Fuselier, Brian Latt. 

DeVito/Verdi executive creative director: Sal DeVito. Creative director: Brad Emmett. Associate creative directors: Robert Fremgen, Vinny Tulley. Senior producer: Karen Tomlin.

Music: Duotone Audio Group. Audio post: Headroom. Audio engineer: Glenn Navia. Editorial: Cosmo Street. Editor: Tiffany Burchard.

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandGildan Activewear
  • Year2013
  • AgencyDeVito/Verdi
  • Superbowl #XLVII
  • Quarter airedQ3