As a parent, you can never be prepared for everything. That's the theme of Fruit of the Loom's back-to-school ad, which features a couple of fearless kids who clearly have been watching a lot of "Harry Potter" and "Star Wars" (or are maybe just bored by the last week of the school vacation), and appear to be trying to open a giant portal to another dimension in the living room wall.
The music is suitably adventure-film style as they blast the wall with their light streams and appear to be entering another world. That's until Mom comes in, and it turns out the only thing that's magic is the Magic Marker they've scrawled all over the walls of the room.The voiceover then tells us that at least parents can be prepared for the school year, with Fruit of the Loom's Bonus Packs of underwear, which contain a few extra pairs.
Fruit of the Loom also created an interactive version of the ad, that allows viewers to swipe between the parent's perspective of messy situations and their kid's imagination.
The campaign is by Crispin Porter & Bogusky, and Paul Mitchell at Elastic directed.