OKRP busts out the tighty-whities for Gildan Underwear

And I thought I had seen the last of “tighty-whities” when Breaking Bad ended its run. Apparently not. And it’s a good thing.

Last month, OKRP walked away from Blake Shelton and launched a new “advisory” campaign for Gildan Underwear called, “Don’t wear your dad’s underwear.”

After expounding on all the great things that dads have done for us, the campaign quickly encourages us to emulate them…

Except for wearing their underwear.

Instead, we are told to opt for the brand’s boxer briefs. It’s funny, smart and filled with dads in their briefs and that alone appropriately makes it worthy of RAW.

Supporting the spots, and playing off the same theme, are digital, radio and print ads. Gildan is also rolling out branded ads on Tinder and is working with publishers including The Onion on content as well.

“‘Not your Dad’s Underwear’” is a bold statement that gets to the point fast. Perfect for today’s attention challenged audience,” OKRP chief creative officer Matt Reinhard explained in a statement. “And when you are the challenger brand in the category, you can push off the competition and raise your awareness as the new alternative.”

OKRP for Gildan Underwear“Our male consumer has the millennial mindset and we know that this audience is looking for quality products at a better value,” added Gildan vice president, marketing Rob Packard.

“We also know they are looking for new brands that they can make their own, not their parent’s brands. This campaign takes on legacy brands while raising awareness of Gildan’s promise of delivering the next generation of underwear.”

One minor gripe – wouldn’t this have been better to break in June? Father’s Day? Once again dad’s get the shaft!


Gildan – Client

   Rob Packard – Vice President, Marketing

   Blake Gettinger – Assistant Marketing Manager

OKRP – Agency

   Tom O’Keefe – Chief Executive Officer

   Matt Reinhard – Chief Creative Officer

   Nick Paul – President

   Scott Mitchell – Executive Producer

   Kelsey Barrentine – Producer

   Amy Rogers – Creative Director / Art Director

   Pat Durkin – Creative Director / Writer

   Justine Massa – Designer

   Natasha Kesaji – Director of Account

   Margaret Furth – Account Supervisor

   Katie Johnson – Director, Production Business Affairs

Radical Media – Production Company

   Peter Darley Miller – Director

   Donna Portaro – Executive Producer

   Frank Scherma – Executive Producer

   Megan Miller – Producer

   Cathy Dunn – Head of Production

Beacon Street Studios – Music Design

   John Nau – Principal/Composer

   Andrew Feltenstein – Principal/Composer

   Leslie DiLullo – Executive Producer

Whiskey & Bananas – Editorial

   Mike Alfini – Editor

   Mark Jepsen – Editor

   Keith Guerrero – Editor

   Brady Rish – Motion Graphics / Design

Got a spot you’d like to submit for “RAW?” Send along to colin@colincostello.com.