Fruit of the Loom wants to prove that its new boxer-briefs won't move -- even if you bust some crazy moves to '90s hip-hop while wearing them.
A new spot out of Crispin Porter & Bogusky features employees at the "Fruit of the Loom Headquarters" testing out the newly designed no ride-up boxer briefs -- while wearing clear plastic pants so viewers can be absolutely certain that the underwear does not ride up. Who could argue with this empirical, scientific evidence?
After three men in the plastic pants dance to Blackstreet's "No Diggity," another employee measures the boxer length to confirm that there was no boxer shifting while the men were expressing themselves through kicks, twists and jumps.
Created by CP+B and directed by Martin Granger, the "Plastic Pants" campaign announces Fruit of the Loom's most popular boxer brief style redesign. This is the first installment of an effort that will provide "a peek behind the cotton curtain at the passion that guides the design and construction of every garment," CP+B said in a statement.
Changes to Fruit of the Loom's most popular boxer-brief style include a softer waistband, a redesigned cut and longer legs so the boxers stay put.
Last December, a Fruit of the Loom spot with Crispin Porter + Bogusky explored the etiquette of giving underwear as a gift.