OKRP, Gildan Advise Millennials, ‘Don’t Wear Your Dad’s Underwear’

By Erik Oster 

O’Keefe Reinhard & Paul launched a new campaign targeting millennial men with the message, “Don’t Wear Your Dad’s Underwear.”

The spot opens by celebrating the things you’ve learned from dad: the meaning of hard work and taking pride in a job well done. A voiceover celebrates dad’s teachings over footage of older guys rocking some dated underwear while standing in front of an open fridge door, skimming the pool and drinking a cup of coffee while staring out the window.

It then adds, “But don’t wear your dad’s underwear,” followed by footage of a young man stepping into a pair of Gildan as the voiceover promises “Your dad will be proud,” (Is underwear selection sort of a strange reason for parental pride or is it just us?) followed by the tagline, “The next generation of underwear.”

Supporting the 30-second anthem ad are a series of 15-second spots playing off the same theme (and utilizing some of the same footage) and a social media component, as well as branded digital ads on Tinder. OKRP and Gildan partnered with Chicago media agency Kelly Scott Madison on media buying and planning. The approach introduces a broad brand positioning for Gildan that distances it from “dad’s” brands while introducing some product benefits in the process.


“‘Not your Dad’s Underwear'” is a bold statement that gets to the point fast. Perfect for today’s attention challenged audience,’ OKRP chief creative officer Matt Reinhard explained in a statement. “And when you are the challenger brand in the category, you can push off the competition and raise your awareness as the new alternative.”

“Our male consumer has the millennial mindset and we know that this audience is looking for quality products at a better value,” added Gildan vice president, marketing Rob Packard. “We also know they are looking for new brands that they can make their own, not their parent’s brands. This campaign takes on legacy brands while raising awareness of Gildan’s promise of delivering the next generation of underwear.”