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.