In a new cinema ad by agency M&C Saatchi, a man deliberately crashes his car just so he can get closer to a pair of underpants.
The tagline ‘Quality best appreciated up close’ is brought to life when a man smashes into another car so he can hug an air-bag covered with a pair of Miroslav briefs.
The campaign will run across print, radio and cinema, but not on TV.
A print campaign with a similar theme ran nationally in fashion magazines as double page spreads.
Andrew Scott, Miroslav head of marketing said: “The core benefit of the product is quality. We knew we had to do more than put a model in the underwear to communicate that.”
“While the benefit is a pragmatic one, we’ve tried not to take ourselves too seriously”.
Credits
Creative Director/Writer – Oliver Devaris
Creative Director/Art director – Graham Johnson
TV
Producer – Lill...
The tagline ‘Quality best appreciated up close’ is brought to life when a man smashes into another car so he can hug an air-bag covered with a pair of Miroslav briefs.
The campaign will run across print, radio and cinema, but not on TV.
A print campaign with a similar theme ran nationally in fashion magazines as double page spreads.
Andrew Scott, Miroslav head of marketing said: “The core benefit of the product is quality. We knew we had to do more than put a model in the underwear to communicate that.”
“While the benefit is a pragmatic one, we’ve tried not to take ourselves too seriously”.
Credits
Creative Director/Writer – Oliver Devaris
Creative Director/Art director – Graham Johnson
TV
Producer – Lill...
- 4/16/2012
- by Colin Delaney
- Encore Magazine
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