Kevin Hart Has a Ball (Well, Two of Them) in Funny Ads for Tommy John Underwear

Brief hilarity ensues

Well, here’s a funny package: “Morning Briefings,” a new content series starring Kevin Hart for premium underwear brand Tommy John.

“The idea to create short, fun, social content came from Kevin,” says Rob Baird, creative chief at ad agency Preacher, which helped develop the spots. “He’s obviously had great success promoting his films and comedy specials in a similar manner. We felt like a social series could allow Kevin to give guys some knowledge and entertainment at times when underwear is more likely to be top of mind—from Father’s Day to the heat of the summer.”

In the first ad below, Hart—who invested in the brand last year—uses an aerial drone to demonstrate that Tommy John’s briefs are so light, they can fly. Well, for a few seconds, anyway:

“The drone crash and Kevin’s reaction to it were 100 percent real, as it violently hit the marble walls,” says Baird. “His second crash hit a crew member, and we all decided we had what we needed.”

Next, Hart’s dry humor defeats “swamp butt” in a Rorschach test scenario:

“Each video is launched first via Tommy John and Kevin Hart’s social channels as an authentic way to speak to the respective audiences” about the problems men have with their underwear, says brand CMO Josh Dean.

“All 22 videos were shot in one day in the Presidential Suite of L’Ermitage in Beverly Hills,” says Baird. “We wanted to present Kevin as the multitasking mogul he really is, and so we chose a place he would actually work and stay.”

Of course, no mogul’s office would be complete without a Newton’s Cradle, which, Hart observes, “looks like a bunch of balls flying around, banging into each other—it looks painful!”

“We wrote a ridiculous amount of scripts with the hope of getting through as many as possible” says Baird, “and because of Kevin’s talent and improv abilities, we got many of them in one or two takes. Kevin’s ability to read something once and nail it twice is unlike anything we’ve ever seen.”

Alas, unlike some Tommy John commercial actors, Hart didn’t work with a ferret squirming around inside his clothes. Guess that would have been too big of an adjustment.

Check out a few more spots below:

CREDITS
Client: Tommy John
Founder and Chief Executive Officer: Tom Patterson
Chief Marketing Officer: Josh Dean
Senior Art Director: Fawad Khan
Copywriter: Will Morley
PR Manager: Catherine Sharkey
Director of Social Media: Monica Fineis

Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Creatives: Joe Hartley and Jimmie Blount
Executive Producer: Stacey Higgins
Agency Producer: Katie Stoller
Brand Director: Amanda Cruz VanAntwerp
Senior Strategist: Marika Wiggan
Business Affairs: Miiko Martin

Talent: Kevin Hart

Production Company: Hartbeat Productions
Executive Producer: Wayne Browne
Director: Leslie Small
Line Producer: Stacy Lyles
DP: Ron McPherson

Edit House: Hartbeat Productions
Executive Producer: Wayne Browne
Editors: Julian Gooden and Leslie Small

Finish House: Beast Editorial
Senior Flame Artist: Jim Reed

Color: Media Distribution Partners
Colorist: Shahriar Rahman

Mix: Pony Sound
Mixer: Corey Roberts
Mix: Media Distribution Partners
Mixer: Shahrook Oomer