CP+B’s holiday campaign for Fruit of the Loom offers advice as to whom you should and shouldn’t give underwear to. This tongue-in-cheek guide to Xmas shopping, titled “Rules of Underwear Giving,” shows various people on camera with a voiceover providing a yea or nay relative to the appropriateness of giving them Fruit of the Loom’s finest.
Peter Martin of production house Imperial Woodpecker directed the :30.
Client Fruit of the Loom Agency CP+B Tony Calcao, executive VP/executive creative director; Ralph Watson, chief creative officer; Dave Cook, Matt Fischvogt, creative directors; Mona Hasan, associate creative director; Edi Inderbitzin, sr. art director; Aaron Fisher, designer; Ramon Nunez, VP/sr. integrated producer; Kate Hildebrant, VP/director of video production; Charissa Kinney, content supervisor; Ben Song, content manager. Production Imperial Woodpecker, Santa Monica, Calif. Peter Martin, director; Doug Halbert, managing partner; Charlie Cocuzza, exec producer; Lawrence Lewis, producer. Editorial NO6, Santa Monica, Calif. Chan Hatcher, editor; Verdi Sevenhuysen, online editor; Chrissy DeSimone, editorial exec producer; Kendra Desai, editorial producer. Post Optimus Chicago Lisa Masseur, exec producer/managing director; Sarah Wien, exec producer; Emma Jubinski, producer. Design Optimus Design, Chicago Jon Desir, exec producer; Mike Ciacciarelli, executive creative director; Donnie Bauer, creative director. Music KBV Records, NY Tony Verderosa, exec producer; Alex Wurman, composer. Audio Lime Studios, Santa Monica. Mark Meyuhas, engineer. Post Company 3, Santa Monica. Siggy Ferstl, colorist.
Creative agency ROSA PARIS has conceived of this bank ad that doesn’t look like a bank ad for Banque Populaire. The financial institution supports the creation of 200 new businesses every day across France--and that is reflected visually in this commercial with a mesmerizing metaphor of blooming flowers to symbolize the widespread impact of entrepreneurship and local growth.
This ode to flower power was directed by Thomas Calley and produced by Frenzy Paris. Calley’s 2023 film Le Règne Animal (The Animal Kingdom) won five Cesar Awards, underscoring that he’s a custom fit to bring this cinematic-style brand film to life.
“In our rapidly-evolving society, success is no longer just a personal achievement. It has become more collective, more local, and more sustainable. It’s no longer just about numbers or titles; it’s a human adventure that impacts those around us. This film is an anthem to entrepreneurship and a symbolic demonstration of the power an entrepreneur holds: the ability to improve the world around them,” said Jean-Patrick Chiquiar, co-founder, ROSA PARIS.
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