CP+B Brings to Life ‘Josh and Donny’s Supercool Superstore for Men’

In an effort to showcase Fruit of the Loom’s new Micro-Mesh Breathable Boxer Briefs, Crispin Porter + Bogusky Boulder has brought to life ‘Josh and Donny’s Supercool Superstore for Men’, two guys selling ineffective and ill-conceived men’s cooling products. 

Now struggling to stay afloat due to Fruit of the Loom’s new briefs, they’re launching a last ditch effort to push their wares, including multiple commercials (running as online pre-roll and social video starting today) and a very low budget website complete with a functioning 1-800 number and online chat feature.

“Men have been trying to stay cool south of the equator since forever ago, but the technology to do so hasn’t evolved since talcum powders,” says the CP+B creative team behind the campaign. “Fruit of the Loom is changing that, taking on the entire cooling industry with their new Micro Mesh fabric and Breathable Underwear. Understandably, all of those businesses selling ineffective and ill-conceived cooling products are going to take a hit. Especially when the ineffective and ill-conceived cooling products are especially ineffective and ill-conceived. However, one of those businesses, “Josh and Donny’s Supercool Superstore for Men” is not going down without a fight, as evidenced by their recent Supercool Superstore television commercials. With a total budget of $83.50 their nephew even had enough to build a website that includes “live chat” and a toll free number if you have complaints.”