Hasta La Creative!

SS+K is behind a new campaign for “high-end” boxer brief company Tommy John (which has been called “weird” more than once by those who made us aware of it) that, as mentioned, takes on a double standard in underwear.

The 53-second spot opens with a beautiful model slowly undressing, a sure way to get men’s attention. Eventually she reveals a stained, raggedy pair of underwear. “If I can’t get away with this underwear, why do men think they can get away with theirs?” she asks, attacking the double standard that women have to wear sexy lingerie at all times while men can get away with undergarments that have been through the wash 2,000 times and are falling apart. The message is reinforced by the tagline “Don’t like what you see? Women have felt that way for years.”

Of course, the truly feminist message would be to suggest that women should feel free to wear whatever is comfortable. But SS+K is selling underwear here — high quality men’s underwear — so instead they put pressure on dudes to step up their game and expend the same effort (and spend the same amount of money on) selecting their undies as ladies do. It’s a smart way to get the fellas to reconsider their “underwear is just underwear” attitude and perhaps shill out the extra money for Tommy John so their ladies will be impressed. Unfortunately, this campaign also includes a website inviting guys to Instagram their old, ratty undies. And that’s just gross. Credits after the jump. continued…

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In cased you missed the unveiling of SS+K’s Vine SXSWi search tool dubbed “SX6S,” the agency has rolled out the highlight reel above to give you a feel of the goings-on in Austin this past week. Thankfully, our sort-of ADD makes clips like this quite palatable. Here’s some context from SS+K head of production, John Swartz:

 ”We brought these vines together and edited as you might any montage, or even a music video. But as we did, we realized that the range of vines gave us incredible flexibility in telling the story of the festival. And rather than just play back the videos in sequence, we thought presenting them in a more visually engaging, even frenetic way, gave a better sense of the mania of the festival.

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