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

Crispin Porter + Bogusky Boulder, 2 months, 2 weeks ago

Mock low budget campaign is reaction to Fruit of the Loom’s new Micro-Mesh Breathable Boxer Briefs

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.”


Brand: Fruit of the Loom

Creative Agency

Chief Creative Officer: Ralph Watson

Creative Director: Allen Richardson, D’Arcy O'Neill

Strategist: Fabiana Brown

Account Director: Kristi Kirkeide Boutiette

Executive Producer: Dan Corken

Managing Director: Danielle Whalen

Producer: Amber Peña, Jordan Griffith (Interactive)

Creative Agency: CP+B

Business Affairs: Daphne Papadopulos

Project Manager: Alex Blumfelder (Snr), Courtney Pollard

Content Director: Tara Delaney

Content Manager: Tracy Sarli

Senior Copywriter: Josh Shelton, Ryan Contillo

Senior Art Director: Donny Brunner

Integrated Producer: Ramon Nuñez

Group Strategy Director: David Burg

Music and Sound

Sound Mix: LIME Studios

Sound Engineer: Matt Miller

Music Supervision: KBV Records


Editor: Carlos Lowenstein

Edit Company: The Whitehouse Post, Chicago

Post Production / VFX

Post Production House: Artjail

Production Company

Production Company: Caviar

Director: Jonathan Krisel

Category: Clothing/fashion , Underwear

Genre: Comedy , Digital , Experiential , People