Cute Kids Freak Out Their Parents by Opening a 'Magic Portal' in the Living Room

Fruit of the Loom's Ad Humorously Warns Parents to Be Prepared

By Alexandra Jardine. Published on Jul 26, 2017

Editor's Pick

As a parent, you can never be prepared for everything. That's the theme of Fruit of the Loom's back-to-school ad, which features a couple of fearless kids who clearly have been watching a lot of "Harry Potter" and "Star Wars" (or are maybe just bored by the last week of the school vacation), and appear to be trying to open a giant portal to another dimension in the living room wall.

The music is suitably adventure-film style as they blast the wall with their light streams and appear to be entering another world. That's until Mom comes in, and it turns out the only thing that's magic is the Magic Marker they've scrawled all over the walls of the room.The voiceover then tells us that at least parents can be prepared for the school year, with Fruit of the Loom's Bonus Packs of underwear, which contain a few extra pairs.

Fruit of the Loom also created an interactive version of the ad, that allows viewers to swipe between the parent's perspective of messy situations and their kid's imagination.

The campaign is by Crispin Porter & Bogusky, and Paul Mitchell at Elastic directed.

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Jul 26, 2017
Crispin Porter + Bogusky
Fruit of the Loom
VP Chief Creative Officer:
Ralph Watson
Creative Director:
KT Thayer
Senior Art Director:
Sean Wright
Senior Copywriter:
Maria Snell
Integrated Producer:
Jamie Slade
EVP Managing Director:
Danielle Whalen
VP Account Director:
Kristi Kirkeide Boutiette
Content Supervisor:
Madison Morris
Group Strategy Director:
Ethan Decker
Senior Strategist:
Fabiana Brown
Emma Price
Social Media Supervisor:
Montanna Card
Associate Media Director:
Craig McDowell
Digital Media Supervisor:
Liz Rogers
Senior Business Affairs Manager:
Daphne Papadopulos
Senior Project Manager:
Courtney Pollard
Junior Project Manager:
Courtney Jepson
Production Company:
Paul Mitchell
Executive Producer:
Luke Colson
Kelly Christensen
Editorial Company:
Rock, Paper, Scissors
Executive Producer:
Rana Martin
Austyn Daines
Denice Hutton
Visual Effects Company:
Executive Producer:
Patrick Nugent
Executive Producer:
Kim Christensen
Head of Production:
Kim Christensen
Visual Effects Producer:
Michael Steinmann
Visual Effects Producer:
Meredith Cherniak
Visual Effects Supervisor:
Jesse Monsour
Lead Flame:
Jesse Monsour
Music Company:
Joel Simon
Nathan Kil
Chief Creative Officer:
Joel Simon
Executive Producer:
Jeff Fiorello
Norm Felker
Audio Post Production:
Lime Studios
Mark Meyuhas
Mix Engineer Assistant:
Peter Lapinski
Executive Producer:
Susie Boyajan
Sound Design Company:
Machine Head
Executive Producer:
Stephen Dewey
Sound Engineer:
Kip Smedley

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