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CP+B goes with an elaborate anti-pitch in its work for Fruit of the Loom's new Micro-Mesh Breathable Boxer Briefs, which are intended to keep guys a little cooler below the waist.
The campaign features the ridiculous and desperate co-owners of Josh and Donny's Supercool Superstore for Men, which was apparently the go-to place for men's pelvic cooling products before Fruit of the Loom came along. In a series of fake ads, and on a garishly moronic website, Josh and Donny reveal that they're going out of business—because their stupid products are no longer selling.
The spots are running as online pre-roll and social video, while the website has a working (800) number and online chat feature.
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