Underwear brand Tommy John stakes its reputation on comfort--both for wearers and the people around them. Its "No Adjustment Needed" campaign highlighted the daily trials men face as they struggle to maintain the fit of their skivvies throughout the day. Now Tommy John is bringing its brand, and its central pitch, to women.
Directed by actor Elizabeth Banks, "Little Adjustments" depicts various women in public moments made awkward by their overzealous measures to correct their underwear struggles. Like in the menswear version, the vignettes feature familiar situations--a weekend walk, a dinner party, sitting in the car. But here, the women pull head-scratching moves and act like total jerks to friends and loved ones so they can address their undie discomfort in peace.
A 60-second spot debuted online today, and shorter cuts will roll out on TV later this year, along with print and OOH placements. Tommy John's longtime creative agency Preacher evolved the men's campaign for the women's rollout, working with production company Harvest.