Fruit of the Loom’s New Campaign is a lesson in expanding ideas.
By Kenneth Richard | The Impressionist with contributions by Danielle D’Onofrio
Let’s face it, certain apparel brands have it a little tougher than others to cut through the clutter. Not every brand has a designer, or show, or newness to talk about every season. A few, like Fruit of the Loom, are essentially staples that are more in line with boxed package goods than designer wears. But this season, Fruit of the Loom and agency CP+B broke out of that box to promote the brand’s no-ride up boxer briefs with a multi-layered campaign that just keeps on giving.
The first layer of the campaign was a spot with a quirky concept of plastic pants as a way to test the effectiveness of their newest product, no-ride up boxer briefs. Set in the Fruit of the Loom’s office, three brave men strut their stuff between cubicles to the tune of Blackstreet’s ‘No Diggity’ while wearing colorful Fruit of the Loom boxers under clear plastic pants. After they are finished their quick ‘strut’ test in the pants, someone proceeds to check if the boxers have superseded the yellow tick mark on the pants. Sure enough, the boxers did not “ride-up”. The testing parody spot was a part of a series of office hijinx involving the merry band of plastic pant wearing test wearers.
However, the brand did not stop there and that is where the thinking got really interesting. The brand created a fake designer named Frank La Rant, who was inspired by the testing video to launch a fashion brand called Plastique that makes plastic pants. Agency CP+B developed the idea of Plastique into a fully functioning website, plastiquebyfrank.com, complete with videos of Frank and his journey, including the designer smelling plastic fabric, inquiring if it’s “organic” or “humanly raised” and even tasting the fabric.
Frank is the Inspector Clouseau of designers who fumbles through his day, aided by his assistant Nina. Case in point: Frank’s Twitter, and yes, they even built out an entire social media play: @franklarant.
But wait, there’s more! CP+B expanded the idea yet again as Frank’s plastic pants go on to inspire “Nash” to create a song and music video, Call Me No.1 (In these Plastique See-Thru Threads).
The campaign has a hysterical amount of legs to it, both literal and figurative. There is a lookbook that encourages readers to “discover the collection” by reading descriptions of the pants named “Fantastique” and “Enthusiastique”. The parody goes on with the Plastique runway show, where we see the plastic pants overtake the red carpet, billboards and even magazine editorials.
You can tell that the brainstorm sessions at CP+B must have been hysterical and it leaves us wondering if anything was left on the cutting room floor that would make for a good blooper real. Our only wish was the brand put more media dollars behind it. All in all this was a spectacular campaign that really showed the clarity of thought.
Agency | CP+B, USA
Chief Creative Officer | Ralph Watson
Creative Directors | Dave Steinke, Allen Richardson, Peter Knierim
Associate Creative Directors | Mona Hasan, Nic Buckingham
Art director | Tyler Gonerka
Account director | Joselyn Bickford
Content supervisor | Priyanka Sah
Content manager | Lindsay Melloh
Digital strategist | Dean McBeth
Associate planning director | David Burg
Director of video production | Kate Hildebrant
Integrated Video Producer |Annie Turlay
Integrated Junior Video Producers | Addison Born, Shelby Hawkinson
Senior business affairs manager | Rebecca Williams
Music supervisor | Andy Hamm
Asset producer | Eva Hunter
Production company | Moxie Pictures
Director | Martin Granger
Director of photography | Eric Schmidt
Executive producer | Karol Zeno
Head of production | Paula Benson
Producer | Heidi Soltesz
Editorial | Hutch Co., Los Angeles
Editor | Jim Hutchins
Assistant editor | Joaquin Machado
Executive producer | Jane Hutchins
Finishing/VFX | Method Studios
Creative director | Claus Hansen
Senior flame artist | Wensen Ho
Executive producer | Robert Owens
Producer | Paula Jimenez
Audio finishing | Lime Studios
Engineer | Mark Meyuhas
Assistant engineer | Matt Miller
Executive producers | Jessica Locke, Susie Boyajan
Color finishing | CO3
Colorist | Stefan Sonnenfeld
Executive producer |Rhubie Jovanov