Fruit of the Loom - The Professionals Collection - case study (2017) (USA)

So, Fruit of the Loom printed suits onto their long-johns and soft under-shirts, and suddenly talk-show hosts, weekly magazines and everyone else wanted to discuss this. Would you go to work in a pyjamas? Instead of selling Fruit of the Loom on it being soft, durable, comfortable underwear, we make all of these TV-show hosts and newspaper repeat that they already know it's "comfortable underwear" via this stunt. The advertising media is thus media itself. CNN, MSNBC, TIME and all those other formerly trustworthy news names are now the billboards for this campaign. And the only way you'll discover it's an ad (unless you're us here at Adland) is when the case study shows up shortlisted at an award show. Like, say, the Clios. Complete with a soundtrack that sounded fresh ten years ago.

Ad agency: CP+B
Chief Creative Officer Ralph Watson
Creative Director KT Thayer
Associate Creative Director Nic Buckingham
Associate Creative Director Brett Dixon
Art Director Austin Ridling
Copywriter Sarah Mosseller
Video Producer Rachel Noonan
Executive Interactive Producer Dan Corken
Producer Morgan Burrows
Managing Director Danielle Whalen
Account Director Kristi Kirkeidi Boutiette
Content Supervisor Katie DeSimone
Content Manager Tracy Sarli
Community Manager Katie Souther
Social Media Supervisor Jillian Hart
Asset Producer Eva Hunter
Art Producer Kersten Vasey
Associate Media Director Craig McDowell
Strategist Brian O'Connell
Strategist Fabiana Brown
Business Affairs Manager Daphne Papadopulos
Project Manager Courtney Pollard
Project Manager Courtney Jepson
Communication Manager David Whitney
Photographer Mike Olmsted
Photographer Dewey Nicks
Videographer Benjamin Winter
Retoucher Zach Puetzer
Poster Joanna Taylor
Editor Charlie Britz
Telecine Chadwick Shoults