Invisible Pants Prove Fruit of the Loom Boxers Won't Budge
CP+B Created Unusual Product Demo to Showcase Newly Redesigned, No-Ride Up Boxer Brief
Editor's Pick
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.
Credits
- Date
- Mar 27, 2015
- Brand :
- Fruit of the Loom
- Client :
- Fruit of the Loom
- Agency :
- CP&B
- Chief Creative Officer :
- Ralph Watson
- Vice President/Creative Director :
- Dave Steinke
- Vice President/Creative Director :
- Allen Richardson
- Associate Creative Director :
- Mona Hasan
- Associate Creative Director :
- Nicholas Buckingham
- Vice President/Director, Video Production :
- Kate Hildebrandt
- Integrated Video Producer :
- Annie Turlay
- Integrated Junior Video Producer :
- Addison Born
- Integrated Junior Video Producer :
- Shelby Hawkinson
- Vice President/SR. Business Affairs Manager :
- Rebecca Williams
- Music Supervisor :
- Andy Hamm
- Associate Planning Director :
- David Burg
- Senior COG :
- Allie Cole
- Hispanic Consultant :
- Abel Gonzalez
- Asset Producer :
- Eva Hunter
- Director, Photography :
- Eric Schmidt
- Production Company :
- Moxie Pictures
- Director :
- Martin Granger
- Executive Producer :
- Karol Zeno
- Head of Production :
- Paula Benson
- Producer :
- Heidi Soltesz
- Editorial Company :
- HutchCo Technologies, Inc
- Editor :
- Jim Hutchins
- Finishing/Visual Effects :
- Method Studios
- Creative Director :
- Claus Hansen
- Senior Flame Artist :
- Wensen Ho
- Executive Producer :
- Robert Owens
- Producer :
- Paula Jimenez
- Audio Finishing :
- Lime Studios
- Engineer :
- Mark Meyuhas
- Assistant Engineer :
- Matt Miller
- Executive Producer :
- Jessica Locke
- Executive Producer :
- Susie Boyajan
- Color and Finishing :
- CO3
- Colorist :
- Stefan Sonnenfeld
- Executive Producer :
- Rhubie Jovanov
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