Tommy John on Tuesday released an integrated campaign and 60-second film, “Undershirt Undoing”. The new campaign illustrates the issues men face every day with ill-fitting undershirts, which has been the brand’s focus since it launched in 2008.
“For too long men have been resigned to living in discomfort with their undershirts and allowing it to negatively impact them everyday.” Says Josh Dean, CMO at Tommy John. “No other brand was speaking to this uncomfortable truth, nor offering an answer. We saw an opportunity to take ownership of the problem and to showcase our patented undershirt as the ultimate solution. In typical Tommy John fashion, we took to raising awareness about a frustrating issue in a humorous yet relatable way.”
How’d they do it? Ferrets, what else!
The Credits:
Ad Agency: Preacher
Director: Neil Harris via Smuggler
Past work: Tommy John’s Big Adjustment
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