Fruit of the Loom's New Ads for Breathable Underwear Revel in the Product's Awkwardness

Please don't talk about it

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The first rule of breathable underwear is, you don’t talk about breathable underwear.

The creative team on Fruit of the Loom at CP+B found this out pretty quickly while working on a new assignment for just that product. It was awkward to talk about around the CP+B offices—a circumstance that led fairly directly to the first of three new ads.

In it, the brand pleads with women not to talk openly about its breathable underwear, even though they’ll want to practically incessantly.

https://www.youtube.com/watch?v=1TIPqHDSaok
AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in