Fruit of the Loom 'The Rules of Underwear Giving' by CP+B

Confused by the rules of underwear giving? A humorous spot from Fruit of the Loom answers your questions just in time for the holidays

Giving a gift of underwear at Christmas can be a bit awkward, but Fruit of the Loom takes the worry out of gift-giving with a tongue-in-cheek holiday campaign  titled "The Rules of Underwear Giving." In a nutshell: Underwear is a perfect gift for loved ones; not so much for your boss or mail carrier.

The campaign was developed by CP+B and features a 30-second TV spot, also available on YouTube, plus a mobile game in which you can decide who you should and should not give underwear to for the holidays. The game will appear on media buys on Spotify and Pandora, with a similar quiz featured on the Fruit of the Loom website.

Campaign credits

Client: Fruit of the Loom
Agency: Cp+B
EVP/executive creative director: Tony Calcao
Chief creative officer: Ralph Watson
Creative directors: Dave Cook, Matt Fischvogt
Associate creative director: Mona Hasan
Senior art director: Edi Inderbitzin
Associate creative director: Nicholas Buckingham
Designer: Aaron Fisher
VP/senior integrated producer: Ramon Nuñez
VP/director of video production: Kate Hildebrant
Senior business affairs: Rebecca Williams
VP/managing director: Danielle Whalen
Account director: Joselyn Bickford
Content supervisor: Charissa Kinney
Content manager: Ben Song
Production company: Imperial Woodpecker
Director: Peter Martin
Managing partner: Doug Halbert
Executive producer: Charlie Cocuzza
Producer: Lawrence Lewis
Editorial company: No6
Editor: Chan Hatcher
Online editor: Verdi Sevenhuysen
Editorial executive producer: Chrissy Desimone
Editorial producer: Kendra Desai
End card production company: Optimus
EP/managing director: Lisa Masseur
Executive producer: Sarah Wien
Producer: Emma Jubinski
Post-production company: Optimus Design
Executive producer: Jon Desir
Executive creative director: Mike Ciacciarelli
Creative birector: Donnie Bauer
Music company: Kbv Records
Executive producer: Tony Verderosa
Composer: Alex Wurman
Audio finishing: Lime Studios
Engineer: Mark Meyuhas
Color finishing: Co3
Colorist: Siggy

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