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.