Man crashes car to gets closer to Miroslav underpants

In a new cinema ad by agency M&C Saatchi, a man deliberately crashes his car just so he can get closer to a pair of underpants.

The tagline ‘Quality best appreciated up close’ is brought to life when a man smashes into another car so he can hug an air-bag covered with a pair of Miroslav briefs.

The campaign will run across print, radio and cinema, but not on TV.

A print campaign with a similar theme ran nationally in fashion magazines as double page spreads.

Andrew Scott, Miroslav head of marketing said: “The core benefit of the product is quality. We knew we had to do more than put a model in the underwear to communicate that.”

“While the benefit is a pragmatic one, we’ve tried not to take ourselves too seriously”.

Creative Director/Writer – Oliver Devaris
Creative Director/Art director – Graham Johnson

Producer – Lill Ireland
Director – Adam Anthony
DOP – Tony Gardiner
Camera assistant – Peter Sheppard
Casting- Peta Einberg
Stellar Sound – Matthew Cox, Nigel Crowley
Engine – Colourist – Warren Lynch
Engine – Compositor – David Duncombe
Engine – Facilities Manager – Rebecca Love

Photographer – Jamie McFadyen
Producer – Loius&Co, Louis Molines
Assistant producer – Simone McNair
Assistant photographer – Joe Molines
Retouching – Limehouse Creative
Print production – Jose Panetta
Studio manager – Elkie Pieterse


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