Fruit of the Loom Weaves Sheer Poetry

LOS ANGELES Fruit of the Loom fuses fashion and literature in a TV spot promoting its women’s underwear line.

“Poem,” crafted by Long Beach, Calif.-based shop Grupo Gallegos, airs on Spanish-language TV networks through the end of the year, supported by three print ads.

The commercial portrays women as inspiring works by Spanish-language poets. Lines from poems by Mexican Amado Nervo, Spaniard Gustavo Adolfo Becquer and Nicaraguan Ruben Dario are recited as young women appear in idyllic scenes.

The effort emphasizes the eclectic styles of the women’s collection, said Montse Barrena, an account director at Grupo Gallegos. Both “Poem” and “Stunts,” a spot promoting a new line for men, “break with the idea that Fruit of the Loom is just ‘basic whites,'” Barrena said.

Grupo Gallegos has worked with the client since 2003. The budget was not disclosed.