Fruit of the Loom TV Ads Return

Ending a two-year hiatus, Fruit of the Loom returns to television on Monday with a campaign from new agency The Richards Group.

With an estimated $10-12 million budget, the campaign introduces a new tagline, “Good days start with Fruit of the Loom.” One ad shows a series of men getting dressed and rehearsing saying, “I do” in front of the mirror; another shows kids practicing their smiles in preparation for picture day at school; in the third, women rehearse telling husbands they’re pregnant.