Fruit of the Loom Makes Better Cooling Products for Your Junk Than These 2 Idiots

Josh and Donny get desperate

CP+B goes with an elaborate anti-pitch in its work for Fruit of the Loom's new Micro-Mesh Breathable Boxer Briefs, which are intended to keep guys a little cooler below the waist.

The campaign features the ridiculous and desperate co-owners of Josh and Donny's Supercool Superstore for Men, which was apparently the go-to place for men's pelvic cooling products before Fruit of the Loom came along. In a series of fake ads, and on a garishly moronic website, Josh and Donny reveal that they're going out of business—because their stupid products are no longer selling.

The spots are running as online pre-roll and social video, while the website has a working (800) number and online chat feature.

"All of those businesses selling ineffective and ill-conceived cooling products are going to take a hit. Especially when the ineffective and ill-conceived cooling products are especially ineffective and ill-conceived," CP+B's creatives tell AdFreak. 

"However, one of those businesses, 'Josh and Donny's Supercool Superstore for Men,' is not going down without a fight, as evidenced by their recent Supercool Superstore television commercials. With a total budget of $83.50, their nephew even had enough to build a website that includes 'live chat' and a toll free number if you have complaints."

There's a strong Tim and Eric vibe here, and for good reason.

The director, Jonathan Krisel of Caviar, was discovered by Tim Heidecker and Eric Wareheim after he created the Brooklyn cable access series HyperDimensional Fortress. Krisel went on to work on the AdultSwim series Tim and Eric Awesome Show, Great Job! as director and co-executive producer.

Anti-pitches from fake incompetent rivals are becoming a thing lately, as we saw in May with Ming's fishing-themed "Frank and Marty" campaign for Smith sunglasses.


Client: Fruit of the Loom

Campaign: "Josh and Donny's Supercool Superstore for Men"

Agency: CP+B

Vice President, Chief Creative Officer: Ralph Watson

Vice President, Creative Director: Allen Richardson

Creative Director: D'Arcy O'Neill

Senior Art Director: Donny Brunner

Senior Copywriters: Josh Shelton, Ryan Contillo

Vice President, Executive Integrated Video Production: Ramon Nuñez

Junior Video Producer: Amber Peña

Production Company: Caviar

Director: Jonathan Krisel

Editor: Carlos Lowenstein

Editing House: The Whitehouse Post, Chicago

Visual Effects, Retouching Company: Artjail, New York

Mix Company: Lime Studios, Los Angeles

Audio Engineer: Matt Miller

Music: KBV Records

Group Strategy Director: David Burg

Strategist: Fabiana Brown

Executive Vice President, Managing Director: Danielle Whalen

Vice President, Account Director: Kristi Kirkeide Boutiette

Content Supervisor: Tara Delaney

Content Manager: Tracy Sarli

Vice President, Executive Interactive Producer: Dan Corken

Junior Interactive Producer: Jordan Griffith

Website Development: Hook Studios

Voicemail Recording: Coupe Studios

Associate Media Director: Craig McDowell

Media Supervisor: Liz Rogers

Social Media Supervisor: Jillian Hart

Social Media Community Manager: Katie Souther

Business Affairs Manager: Daphne Papadopulos

Senior Project Manager: Alex Blumfelder

Project Manager: Courtney Pollard

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