Back in April, CP+B garnered attention for Fruit of the Loom with its “Plastic Pants” promotion for the brand’s No Ride-Up Boxer Briefs. Now the agency is back with more unusual attire for the brand: the “Professional Collection” of fleece sweat suits (which sort of sounds like an idea Kramer would pitch on Seinfeld).
The collection includes the Trail Blazer, the Business Time and the Country Clubber, taking that tie printed on a t-shirt gag to its logical conclusion with the fleece collection. “They say there are no shortcuts to success, but we just made one…out of fleece” begins the voiceover in “Get cozy with the Trail Blazer sweat suit.” The ad goes on to introduce the collection and works in a gag, repeated in other ads, where the voiceover is shown to actually be coming from the actor modeling the outfit. Like the “Plastic Pants” effort, the “Professional Collection” seems designed mostly to gain attention for the brand, as the fleece sweat suits are not yet commercially available. According to Adweek, the brand “only made 50 of each outfit—to gauge if consumers are interested.” In addition to a series of short ads, CP+B also created a series of images which the brand will share on social media (see below for an example).
“This is a chance for guys to show up making the type of fashion statement they love the most—the type that makes all of their friends laugh,” Brett Dixon, associate creative director at CP+B told Adweek. “And strangers. Strangers will also laugh. Then they’ll ask where you got that sweat suit.”
