Source: Adweek
The creative team on Fruit of the Loom at CP+B found it awkward to talk about the product they were doing a campaign for, and the awkwardness actually translated into the ad itself.
In it, the brand pleads with women not to talk openly about its breathable underwear, even though they’ll want to practically incessantly.
https://youtu.be/1TIPqHDSaok
“We were hearing that women really loved these underwear, but when it came to describing why they loved them so much, we found ourselves getting a little red in the face,” KT Thayer, creative director at CP+B Boulder, told Adweek. „The more descriptive we got, the more detail we went into, the more people who overheard us, the more we worried about having an awkward conversation with HR.“
The creative team saw the insight within the awkwardness and came back with the idea: Breathable underwear is so incredible you will want to talk about it. Please don’t.
„It’s not often a client is willing to ask people not to talk about their product or listen to their ads. But that’s why we think people will,“ says Thayer.
CP+B also made a separate ad for men’s breathable underwear, which offers a comical product demonstration about how micro-mesh fabric facilitates airflow—even when you might not want it to.
https://youtu.be/A8QVkSgONhM
