CP+B Introduces ‘Josh and Donny’s Supercool Superstore for Men’ to the World in Fruit of the Loom Spots

By Erik Oster 

CP+B launched a campaign for Fruit of the Loom’s new Micro-Mesh Breathable Boxer Briefs, which shows how the product is so effective it’s putting “Josh and Donny’s Supercool Superstore for Men” out of business. 

A series of late-night local TV ad-style spots show Josh and Donny advertising their going out of business sale (Sale! Sale!) as they decide to throw in the towel. Over the years, the pair have been the “industry leader in cooling products for men” but their technology — which includes the The Pants Snorkel, Fridges for Britches, The Bro-Dryer and The Eski-Bro — can’t compete with the Fruit of the Loom’s new breathable underwear.

While not laugh out loud funny, there’s a certain charm in the ads’ aims at seeming like a thrown together low budget production. That’s not bad for an underwear ad and the approach actually manages to sell Fruit of the Loom’s new innovation pretty well. The fictional products themselves may be the real highlight, particularly The Pants Snorkel and The Eski-Bro. In addition to the spots, which will run on social media and pre-roll, the campaign also includes a very low-budget website.

“Men have been trying to stay cool south of the equator since forever ago, but the technology to do so hasn’t evolved since talcum powders,” the CP+B creative team explained to LBB. So the campaign imagines a post-talcum industry leader before the advent of Fruit of the Loom’s new innovation. 

Agency: CP+B
CCO: Ralph Watson
Creative Director: Allen Richardson, D’Arcy O’Neill
Strategist: Fabiana Brown
Account Director: Kristi Kirkeide Boutiette
Executive Producer: Dan Corken
Managing Director: Danielle Whalen
Producer: Amber Peña, Jordan Griffith (Interactive)
Business Affairs: Daphne Papadopulos
Project Manager: Alex Blumfelder (Snr), Courtney Pollard
Content Director: Tara Delaney
Content Manager: Tracy Sarli
Senior Copywriter: Josh Shelton, Ryan Contillo
Senior Art Director: Donny Brunner
Integrated Producer: Ramon Nuñez
Group Strategy Director: David Burg

Production Company: Caviar
Director: Jonathan Krisel

Post Production: Artjail

Editor: Carlos Lowenstein

Editorial Company: The Whitehouse Post, Chicago

Sound Mix: LIME Studios
Sound Engineer: Matt Miller
Music Supervision: KBV Records