New York-based men’s undergarment brand Tommy John has launched a new campaign that confronts a sight we all try to un-see, men’s public adjustments.
This 60-second film, titled “The Big Adjustment,” created by Preacher, a creative agency based in Austin, TX, captures men in public situations dealing with the universal and sometimes embarrassing issue of bunching, sagging and pinching undergarments.
“When we looked at the industry, we couldn’t understand why everyone was doing the same thing. Underwear and underwear advertising haven’t really changed since Marky Mark in 1992,” said Josh Dean, head of brand at Tommy John in a statement. “As a brand, Tommy John has never been afraid of being different and we wanted to talk about the uncomfortable truths affecting men and the world around them. By creating awareness that there is a solution to this problem, this campaign tackles a taboo topic in a humorous way.”
The launch of the film campaign coincides with a new brand website and packaging for the company, as well as a series of new product launches over the coming months.
“Tommy John started as a response to my personal frustrations with men’s undergarments and has grown into a nationally recognized brand,” said Tom Patterson, founder & CEO of Tommy John. “We wanted the brand to match the quality and comfort of our products that we’ve had from day one. I’ve never been more excited about what we’re doing and our new mission to make men of substance feel comfortable to be their true selves.”
All Tommy John products can be found at Nordstrom, over 100 premium men’s stores and online at their webstore.