Aussie brand one-ups The Bear’s Calvin Klein ad with Humphrey B. Bear
Aussie underwear brand We Are Posi has launched a cheeky new campaign for its latest collection, the ‘Posijocks’, inspired by Calvin Klein’s recent ad featuring The Bear actor Jeremy Allen White, via creative agency Bursty Company.
In the campaign video, which was shared on the brand’s Instagram, We Are Posi’s general manager Aiden Clarke dressed up as Humphrey B. Bear, an old Australian cartoon character, and recreated the iconic Calvin Klein ad.
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Clarke told Mumbrella the team just wanted to have some fun.
“We were sitting in a social media meeting with the creative agency [Bursty], and one of the guys asked if we’d seen the Calvin Klein ad with The Bear,” he said.
“They showed us the ad, and we thought why not recreate it in a fun Aussie way to showcase our new undies that have just launched.”
Clarke continued: “We’ve got a very talented videographer, and it took a couple hours to film and make sure all the shots were right.
“I was actually the person who was underneath the Humphrey costume, and my acting skills aren’t amazing, but it turned out so good.”
Clarke dressed in the Humphrey suit
He explained that the idea of making a fun campaign aligned greatly with We Are Posi’s social mission – which is to spread positivity and cheer in its community.
“It really aligns with what we’re trying to achieve,” Clarke told Mumbrella. “We are in a fortunate position where we can put a smile on people’s faces – and for every sock or jock we sell, we contribute at least one dollar to acts of positivity.”
The latest act of positivity completed by the brand was before Christmas, where a 34-year-old mother with aggressive breast cancer was treated to a professional family photoshoot, a shopping spree and a soldered white gold bracelet, all paid for by We Are Posi.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Aiden Clarke
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Bursty Company
Calvin Klein
Humphrey B. Bear
Jeremy Allen White
The Bear
We Are Posi
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