Underwear brand Tommy John has enlisted actor and director Elizabeth Banks to pull the humor out for the brands first women's underwear advert.
The ‘Little Adjustments’ campaign promotes the brand’s debut women’s collection. The 10-year old-brand, most known for bringing a new spin on men’s underwear, has previously brought humor to the underwear space with partner and investor Kevin Hart.
For the new campaign, Tommy John worked with long-time creative partner, Preacher, to strategize and spread the word about the new women’s line.
Through extensive research, development, and wear-trials, Erin Fujimoto, co-founder and head of merchandising at Tommy John, identified the unique issues plaguing women and their underwear, like underwear that bunches, rolls, or shows a visible panty line. The findings led Tommy John to a brand platform of ‘No Adjustment Needed’, which was equally resonant with both men and women, but in very different ways.
“Women tend to be more savvy and subtle in overcoming the problems and distractions they face with their underwear,” said Fujimoto. “We want to highlight that uncomfortable truth in a relatable way that no other women’s intimates brand has done before.”
Tommy John, Preacher and production company Harvest Films, created a 60-second ‘Little Adjustments’ film, directed by Banks, to highlight the issues women face with their underwear. A refreshing counterpart to Tommy John's anthem spot, ‘The Big Adjustment.’
Through a series of vignettes, Tommy John presents women struggling to remove their knickers from uncomfortable positions in awkward situations like meeting the spouse’s boss or out on a date.
"I loved this campaign from the beginning,” said Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible."
The film is part of an integrated campaign that will appear online, print, out of home, and television throughout the year.