Joe Boxer Breaks First Campaign

Joe Boxer, an apparel company that has carved a marketing niche with stunts such as the launch of underwear into space and vending machines that sell briefs in a can, will spend $5-7 million on an offbeat print and outdoor effort.
Created by Odiorne, Wilde, Narraway & Partners in San Francisco, the first ad campaign in the brand’s 13-year history was described by Joe Boxer chairman Nicholas Graham as “Norman Rockwell on acid.”
The creative work depicts everyday situations that are a little off–for example, everyone is wearing only underwear, often outdoors–and showcases items in the brand’s men’s and women’s lines. Headlines run as digital readouts, along with a time and date, making it appear as if someone just happened upon the scene and snapped a photo.
In one of three spreads, a mother and child wait on their lawn as a fireman wearing only a hat, boots and red boxers “rescues” the boy’s shorts from a tree.
In another, a black male with a large Afro and broken leg hobbles on crutches and is flanked by a white couple who totes his gigantic radio. The tagline, “Change daily,” is meant to reinforce the client’s everyday appeal.
“People know us for the novelty stuff,” said Luanne Calvert, marketing director, “but the bulk of what we sell is basics.”
The ads break in the November issues of 13 consumer magazines, including Spin, Wallpaper, Glamour, Entertainment Weekly, Out and GQ. The campaign runs for three months and then will reappear in the second quarter of 1999, when new creative work will be folded into the theme.