Women’s underwear ads leaned on clichés. We leaned into reality instead.

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Women’s underwear advertising had become a genre unto itself, filled with clichés that felt nothing like real life. Perfect hair. Perfect lighting. Women dancing alone in their underwear for no apparent reason. We wanted to make an underwear ad that actually spoke to women. One rooted in an experience they recognized.
 

Working with Portlandia creator and director Jonathan Krisel, we created a spot set in a bridesmaid dressing room, where a woman gets stuck trying to pull a dress over her head. As the other bridesmaids and the bride come to help, the conversation naturally turns to what women actually notice and talk about in these moments. Her underwear. 

The spot helped Fruit of the Loom surpass its largest competitor, Hanes, in women’s underwear sales for the first time in the brand’s 100-plus-year history.