Creativity

Fruit of the Loom's Pitchman Rides a Grizzly and Shaves With a Hatchet to Prove Product Softness

Funny Spot Promotes Its EverSoft Tee

By Alexandra Jardine. Published on Mar 17, 2017

Editor's Pick

A new commercial from Fruit of the Loom centers around the idea that, if the spot's protagonist is going to pitch its new EverSoft Tee, he's going to have to prove he's a manly man in order to do so.

He goes to some extreme lengths to prove this, including riding on a grizzly bear, bustiing through a brick wall, self-tattooing and shaving with a hatchet. "You don't have to be a softie to love how soft it is," concudes the end-line.

The spot, by CP&B Boulder, was directed by Benjamin Weinstein at Smuggler L.A. It began airing on TV during March Madness coverage.

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About

Credits

Date
Mar 17, 2017
Agency:
Crispin Porter + Bogusky
Client:
Fruit of the Loom

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