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.”
“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!
CREDITS
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.
