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The Big Game 2013

Gildan Apparel Releases One-Night-Stand Super Bowl Ad

How far will he go to retrieve his favorite shirt?

The biggest night in Gildan's marketing history will be a one-night stand—at least when it comes to the theme of its ad.

The apparel marketer just released the teaser below for its debut Super Bowl spot, and it features a scruffy young man trying to make a graceful exit after waking up in a stranger's bedroom after a night of debauchery. UPDATE: The full ad has now been released. See below.

As the man makes his getaway without waking up the girl, he realizes he's left behind his favorite T-shirt. He weighs the pros and cons of going back to get it. The spot ends with the line: "It's about time you had a favorite T-shirt."

The ad is aimed at consumers 17-30. It was created by ad agency DeVito/Verdi, which is also making its Super Bowl debut.

The Gildan brand is moving beyond tourist T-shirts and sweatshirts and into the consumer arena, with Gildan T-shirts, underwear and hoodies now being sold at retails chains including Kmart, Kohl's, Shopko, Target and Walmart.

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