Fruit of the loom fruits performing a country music video parody of a song called "You can't over love (your underwear)" sung by the apple. At the beginning of the video a little boy is standing at the window watching is father arrive home in the rain. Both are wearing fruit of the loom underwear and deriving comfort from them. Comedic lines include references of the comfort provided by the underwear because "comfort ain't just found in teddy bears." A sequence of homey scenes such as the mother hanging the underwear on a clothesline in the yard and close ups of the fruit characters continues until the end of the commercial.
Credits
Agency: The Richards Group, Inc. Ron Henderson, creative director/copywriter; Dennis Walker, creative director/art director; Sheri Cartwright, producer. Shot on location in Thousand Oaks, Calif. Production Company: UNCLE Wayne Holloway, director; Ramsey Nickell, DP; Brian Farhy and Eric Bonniot, executive producers; Stephanie Bedell, producer. Editorial: charlieuniformtango Jack Waldrip, editor. Postproduction: The Syndicate Beau Leon, colorist. Music: Wojahn Bros. Music Scott and Roger Wojahn, co-CEOs/composers; Dara Norris, producer. Audio: charlieuniformtango Russell Smith, mixer.
Video Tags:Fruit of the Loom
Top Spot of the Week: Droga5, Directors David Fincher and Romain Chassaing “Wake Up” For Xbox
Xbox has launched “Wake Up,” a global brand campaign created by Droga5. Co-directed by David Fincher and Romain Chassaing via production company RESET, this “Wake Up” spot demonstrates that life doesn’t have to feel like a rat race, reminding us that Xbox helps awaken the human spark inside. Xbox brings the joy and power of gaming to everyone--breaking through the monotony.
In a world where doomscrolling and passive entertainment often dominate, Xbox and Droga5 set out to highlight gaming as a more immersive, life-affirming form of engagement—one that can happen anytime, anywhere through cloud gaming and Xbox’s expanding ecosystem of devices. The film depicts the rat race of life through actual rat characters in “Squeakattle,” a fictitious city where those who embrace play discover what it really means to feel alive.
From brand strategy and creative platform to film script and final production, Droga5 shaped every aspect of “Wake Up” in close collaboration with its directors and Xbox—aiming to reach and resonate with all players. Every detail, from character design and city architecture to textural elements like ads and subway signs, was crafted to make the rat world feel fully authentic. Actors with creature-performance experience brought these rats to life on set, while 1920 VFX transformed them into the vivid characters seen in the final film.
Tres Colacion, executive creative director, Droga5 NY, said, “Growing up, gaming advertising felt like a glitch in the matrix, something honest in a sea of deception. ‘Wake Up’ is about rekindling that tradition and reestablishing that dialogue. In David Fincher, we found a collaborator who has not only defined a generation of filmmakers but, more importantly, shares that... Read More
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