Fruit of the Loom and CP+B teamed up to make sure our private parts were covered in luck. Seriously. Lucky underwear. How, you ask? Well, a few guys traveled around America, rubbing new underwear with good luck in places like the Hoover Dam in Boulder City and the Seven Star Cavern Chinatown Wishing Well in Los Angeles. The project is not scientific, but if you care about luck, the original run called for 1,000 men’s underwear and 1,000 women’s underwear. The above video shows a brief behind-the-scenes look at the hokum methods used to make the underwear lucky.
As of publication, 1718 of the 2000 pairs of lucky underwear are still available for an affordable $10 each.
The narrator of the video mentions infusing “legitimate luck” into the fabric, which is stupidly ambitious, since there’s nothing legitimate about luck. That’s the point. But there’s something charming about the earnest dedication and effort Fruit of the Loom put into the project. Plus, the underwear is inexpensive and soft, so if you don’t care for superstition, there’s always functionality to fall back on. Credits after the jump.
WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
EXECUTIVE CREATIVE DIRECTOR(s): Tony Calcao
CREATIVE DIRECTOR(s): Matt Fischvogt, Dave Cook
EXECUTIVE PRODUCER: Scott Potter
CREATIVE TECHNOLOGY DIRECTOR: Pablo Alejo
TECHNICAL LEAD: Gary Gamble
ASSOCIATE DESIGN DIRECTOR: Scott Pridgen
DIGITAL ASSOCIATE CREATIVE DIRECTOR: Stephanie Kohnen
COPYWRITER: Emily Salas
ART DIRECTOR(s): Tyler Gonerka
VP/DIRECTOR OF INTERACTIVE PRODUCTION: Tony Tung
INTEGRATED PRODUCER: Shannon Priem
DEVELOPMENT PARTNER: Mapleton Hill Media
MUSIC PRODUCER: Chip Herter
ART PRODUCER(s): Lillian Sevilla
PHOTOGRAPHER: Sebastian Gray
VP Director of Video Production: Chad Hopenwasser
SR VIDEO PRODUCER: Kristine Ling
JR VIDEO PRODUCER Chrissy Wamsher
EXC. BUSINESS MANAGER Kathy Graham-Smith
QUALITY ASSURANCE: James Hudson
QUALITY CONTROL: Darryl Tait, Hiran Lopez
DIGITAL ARTIST: Elliott Asbury
PRINT PRODUCTION MANAGER: Eva Hunter
AUDIO RECORDING: Lime Studios// Coupe Studios LLC
ENGINEER: Loren Silber//Greg McRae
VO TALENT: Bryce Johnson
STOCK MUSIC: Marmoset Music
TRACK(S): Love and Oceans; we forget everything; Clouds; Birds Eye House; Golden Hills
FILM PRODUCTION: Bankrupt Films
DIRECTOR: Elliot Dillman
DIRECTOR OF PHOTOGRAPHY: Samuel Brownfield
EXECUTIVE PRODUCER: Rob DeBakey
LUCKY LOOMS REPRESENTATIVE: Will Bozarth, Adam Haas Hunter
MARTINSVILLE EXPERT: Alan Buckner
HOOVER DAM EXPERT: Dennis McBride
CHINATOWN EXPERT: Frank Quon
FOUR-LEAF CLOVER COLLECTION OWNER, ALASKA: Glen Martin
POST PRODUCTION: PLUS Productions
PRODUCER: Lennon Barnica
EDITORS: Glen Montgomery and Chadwick Shoults
MOTION GRPAHICS/ANIMATOR: Adam Nix
VFX ARTIS: Adam Nix
FINAL AUDIO MIX: Jon Brennan
DIRECTOR OF PHOTOGRAPHY – FACTORY FOOTAGE: Steven Capstick
TELECINE: POST Modern
COLORISTS: Rick Gougler
PRODUCER: Jamie Kirchof
SENIOR DFX ARTIST: Casey Kerrick
SENIOR DIGITAL ARTIST: Anh Troung
VP/GROUP ACCOUNT DIRECTOR: Danielle Whalen
ACCOUNT DIRECTOR: Joselyn Bickford
ACCOUNT SUPERVISOR: Jessica Francis
ACCOUNT MANAGER: Lucas Potter
EXECUTIVE BUSINESS AFFAIRS MANAGER: Missie Johnson
COGNITIVE ANTHROPOLOGIST(s): Teresa Harris, Carolina Tristao, Allie Cole, and Dan Drullinger