Perfect body, crisp white underwear and sensual poses: the commercial of a lingerie manufacturer at first glance resembles a fully resumed, sexy campaign. But something in his pants – goes after a few seconds and correctly!
You know the US underwear label Pact not? That may be changing now, because the company makes speeches with their current advertising by itself. It models only lascivious pose in skimpy lingerie, then you can see brown spots on briefs and boxer shorts, which show through the crisp white cotton.
The dirty underwear business
The reason for the Eagle-spot: The manufacturer wants to draw attention to the unacceptable conditions in the clothing industry and show the buying public the advantages of Organic cotton. The unusual campaign message: Who believes that the clip be disgusting which should worry once, what he as “dirty” wears on his butt. So Pact makes his underwear only from Fairtrade, organically-grown material. On its Homepage the company informs extensively about the production of organic compared to “normal” cotton.
Blütenweisses conscience thanks to bio
71 percent of less water and 62 per cent for example in the production of organic cotton are consumed in comparison less energy. In addition, Pact informed consumers about the use of pesticides, water pollution, and prevailing child labor in the manufacturing countries. They call the fashion – and in particular the cotton industry therefore a “dirty business”.
Skid marks as sales hit
“We wanted to make visible the dark side of the apparel industry in a witty manner – and the only logical way for us was a fart joke”, explains Joel Jensen, co-founder of the creative agency denizen who concocted the spot, opposite ‘agency spy”in the interview. “As we our concept for the skid marks ‘-spot presented, all involved were laughing on the floor.” Because the reactions were both disgusted and happy, we knew that we are right with our idea”, so Jensen.
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