Sojo undies: wear them when you’re on the job
Melbourne ad agency Wilson Everard has launched a campaign for ‘hard working’ tradies’ underwear brand Sojo.
The launch saw print ads run in the Herald Sun and the Daily Telegraph, the back of buses in Melbourne and Sydney as well as EyeShop panels outside BigW stores in Sydney, Melbourne, Brisbane and Canberra.
Ben Goodfellow, Sojo’s marketing manager said: “We needed a campaign that would appeal to both sexes as women often buy the underpants for their men. And judging by the response we’ve been getting the cheeky campaign is working its pants off.”
Wilson Everard has also worked on men’s clothing brand Hard Yakka, tool company Bosch and automotive accessory company FPV (Ford Performance Vehicles).
Surely the key message should be around how much bum crack they show
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