Hasta La Creative!

Back in the day, GoDaddy used to stir up all sort of conversation surrounding its racy Super Bowl ads. In recent years, the brand has taken a calmer, less blatantly sexual approach to advertising. That said, in one of this year’s ads, super model Bar Refaeli does suck face with a nerdy geek for a bit.

Enter apparel brand Gilden. Making its Super Bowl debut, the brand will air an ad that, it would seem, is all about the one night stand and how much one guy really really wants his t-shirt back before he slinks out of his lover’s room in the morning.

Created by DeVito/Verdi, the ad is aiming for the 17-30 crowd and hopes to raise awareness of the largely unknown brand. While many may not have heard of the brand, Gildan sells about 500 million t-shirts a year, mostly wholesale, and had $2 billion in sales last year.

How the ad will be received remains to be seen. It’s not overtly racy but with the Super Bowl reaching a broad swath of sensibilities, one can never be one hundred percent sure how the public will react.