Traction covers its ass with underpants site

The good people at Traction linked us to their Institute for Practical Underpants self-promotion site, which uses underwear selection as a metaphor for advertising: The choice comes down to what’s comfortable, practical and aesthetically pleasing. Or something. The idea kind of gets lost by the time Undie, IPU’s animated spokesbriefs, takes you through a Rube Goldbergish diagram of how underpants are “practical.” From there, you’re encouraged to try out the fitting sequence on the Elasticator 4000, and whatever you pick, the “Fit Me” button whisks you away to a spiel about “Traction’s Brand Experience Design approach” and how they use it to “engineer creative ways for your customers to interact with you—on their terms.”