CP+B, Fruit of the Loom Want You to Tuck It In

By Erik Oster 

CP+B launched a new campaign for Fruit of the Loom, promoting the brand’s Stay-Tucked Crew shirt that agrees with your elementary school teachers that you should definitely tuck in your shirt.

A new spot called “The Tucking Facts” dubiously presents some findings from a study CP+B conducted for the brand. The agency surveyed 1,000 men aged 25-60 and found a correlation between tucking and quality of life in five areas: income, relationships, social status, happiness and optimism. In the spot, the brand presents the findings from the “monumental new study” — tuckers earn 19 percent more income, were 8 percent more likely to self-report that they date often and are 22 percent more likely to say they’re optimistic about the future — as evidence that tucking is the cause for these disparities. That’s pretty tucking stupid. Anyone who has taken a basic statistics course can tell you that correlation doesn’t equal causation and you’d have to be pretty naive (and/or incredibly stupid) to believe the numbers were the result of anything other than skewed marketing. Of course, this is just advertising, so it’s not exactly surprising that the findings are instead presented as evidence that “all good things come to those who tuck” but, even so, “The Tucking Facts” feels somewhat insulting in its assumptions about its audience.

There’s another, equally ridiculous video, presenting “The History of Tucking,” which claims that the ancient Egyptians were tuckers and implies that the fall of the Roman empire has something to do with not tucking. At least in “The History of Tucking” the brand seems to not take itself as seriously. Both videos, and further findings from the “monumental new study” can be found on the campaign landing site, the Tuck Effect