Rio aims to ‘put the reality back into underwear’ with new TV ad
http://youtu.be/XGztmYWRYJY
Underwear brand Rio has released a new TV ad campaigning against expensive underwear with the tag line “Keep it Rio”.
The ad, created by Sydney’s Three Drunk Monkeys, argues: “If you think paying 50 bucks for a pair of underwear is going to make them more comfortable, then maybe thinking is not your strong point.”
Credits:
- Agency – Three Drunk Monkeys
- Client – PacBrands
- Director – Angus Sampson
- Executive Producer – Jojo de Fina
- Production Company – Otto Empire
- Executive Producer – Jojo de Fina
- Producer – Lee Thompson
- Editor – Peter Whitmore
- Post Production – The Editors
- Audio – Abby Sie
- Recording Studio – Song Zu
- Client – Jeff Swan General Manager Strategy & Marketing Omni Apparel & Kellie Warwick Marketing Manager Onmi Apparell
Seems they have not bothered with the creative department and just shot something the planner wrote.
User ID not verified.
@Tech Wreck,
I actually thought the underlying message was great. While the execution had some room for improvement (I thought the tie-in at the end was far too rushed) I think it will work for them. After all, it’s probably not supposed to convert buyers of designer underwear as much as resonate with those who already think that fifty buck undies are a bit of a joke.
And no, I don’t work for/have any affiliation with anyone involved.
User ID not verified.
Props for getting a shit ad on TV.
User ID not verified.
Hot guys in undies – this ad is totally working for me. I intend to buy, buy, BUY some Rio undies.
User ID not verified.
Well if it works for Brad…. I actually agree with OtherAndrew, the underlying message is a good one the link to the brand at the end was too weak
User ID not verified.
LIKE!!!!
User ID not verified.
Cute
User ID not verified.
Do ultra-Australian blokey voiceovers really work? Not for me…
User ID not verified.
re Voice Over – is ‘being’ the target market the same as appealing to the target market? This VO is at the extreme end of this target’s spectrum and will isolate a fair buying chunk with it’s drawling “just-had-a-sip-of-my-beer” mouth noise.
User ID not verified.