Fruit of the Loom’s line of Breathable Underwear is an incredibly effective and popular product that no one was talking about. Our task was to get people discussing something they’re not particularly comfortable discussing.
We created a campaign around the plea, “Breathable Underwear is so incredible you’ll want to talk about it. Please don’t.” The counterintuitive message allowed us to stand out in web and social videos that warned people of the potentially awkward consequences of getting caught up in the magnificence of their underwear and oversharing.
Social films leaned into automatically muted videos by leveraging subtitles to suggest our ads had been muted to protect viewers from having to hear about an awkward topic. Upon unmuting, viewers heard another VO warning them not to listen, lest they hear something they could not unhear.
Despite our repeated pleas, the Graphis judges talked about it.