Elizabeth Banks directs women in highly uncomfortable situations for Tommy John

The actor captures women's bad behavior during moments of undie discomfort in spot from Preacher

Published On
Apr 05, 2018

Editor's Pick

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.

Credits

Date
Apr 05, 2018
Brand:
Tommy John
Client:
Tommy John
Agency:
Preacher
Founder:
Tom Patterson
Founder:
Erin Fujimoto-Patterson
Chief Marketing Officer:
Josh Dean
Director, Brand Marketing:
Brittany Holt
Senior Art Director:
Fawad Khan
Chief Creative Officer:
Rob Baird
Chief Executive Officer:
Krystle Loyland
Art Director:
Jimmie Blount
Copywriter:
Joe Hartley
Brand Manager:
Kristen Meade
Designer:
Anna McCaleb
Designer:
Nate James
Director, Strategy:
Marika Wiggan
Executive Producer:
Stacey Higgins
Producer:
Rachel Kichler
Business Affairs:
Miiko Martin
Production Company:
Harvest
Executive Producer:
Bonnie Goldfarb
Director:
Elizabeth Banks
Line Producer:
Leslie Owen
Casting:
Arlene Schuster-Goss
Casting:
ASG Casting
Edit House:
Cut + Run
Executive Producer:
Bebe Baldwin
Producer:
Cecilia Melton
Editor:
Joel Miller
Producer Assistant:
Nick Kondylas
Music:
Marmoset Music
Mix:
Dusty Albertz
Mix:
TBD POST
Finish House:
Finland Finish
Online Producer:
Blaire Woodall
Online Artist:
Nick Smith
Colorist:
Marshall Plante
Color:
ntropic
Photography:
Alexandra Valenti
1st Assistant:
Henry Han
Hair and MakeUp:
Erin Lee Smith
Stylist:
Gregory Ainsley
Production:
SummerJax
Digital Tech:
Shawn Miller
Studio:
Milk Studios
Head of Production:
Niko Whelan
Director, Photography:
Tim Shurstedt
Chief Strategy Officer:
Seth Gaffney
Wardrobe Stylist:
Angela Aaron

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