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The first rule of breathable underwear is, you don’t talk about breathable underwear.
The creative team on Fruit of the Loom at CP+B found this out pretty quickly while working on a new assignment for just that product. It was awkward to talk about around the CP+B offices—a circumstance that led fairly directly to the first of three new ads.
In it, the brand pleads with women not to talk openly about its breathable underwear, even though they’ll want to practically incessantly.