Fruit of the Loom's Plastic Pants Inspire High Fashion Line 'Plastique'

CP&B Launched a Fake Collection, With a Documentary, Lookbook and Soho Billboard

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Fruit of the Loom's latest collaboration with CP&B is a sartorial, satiricall twist on a the brand's previous spot featuring clear plastic pants that prove Fruit of the Loom's boxer-briefs won't budge. Now, it isn't the Fruit of the Loom headquarters that brings us the squeaky, transparent trousers. This time, we're told the story of a couture line of see-through clothing: Plastique.

The story behind Plastique is that Frank La Rant, an ambitious French designer, inspired by the Fruit of the Loom ad, designed his own collection of plastic pants, jackets and other wearable items. CP&B created a hilarious faux documentary, lookbook and a Soho billboard to advertise the fake clothing brand. Also, the brand features several social accounts on Twitter, Instagram and Vimeo, and uses the hashtag #MoreSqueaks.

Unsuspecting pedestrians in Soho and on Rodeo Drive also saw male models sporting the clear pants in promotion of the fake label. As Frank La Rant would say, "It's what's underneath that counts."

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About

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Date
Apr 28, 2015
Client:
Fruit of the Loom
Category
Latest Creativity News on Ad Age

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