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Published
Sep 13, 2016
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Tommy John launches second campaign and Undershirt Undoing film

Published
Sep 13, 2016

Tommy John on Tuesday released an integrated campaign and 60-second film, “Undershirt Undoing”. The new campaign illustrates the issues men face every day with ill-fitting undershirts, which has been the brand’s focus since it launched in 2008.


Tommy John


 
The Undershirt Undoing film is only part of the brand’s integrated campaign, which includes TV, radio, digital, print and outdoor advertisements. The film features men becoming undone by their uncomfortable undershirts in different scenarios such as delivering a speech, proposing a new product over video, in the middle of filming a scene, at a wedding, at a golf game and even on a date, and ends with Tommy John’s patented stay-tucked t-shirt.
 
“For too long men have been resigned to living in discomfort with their undershirts and allowing it to negatively impact them everyday." Says Josh Dean, CMO at Tommy John. "No other brand was speaking to this uncomfortable truth, nor offering an answer. We saw an opportunity to take ownership of the problem and to showcase our patented undershirt as the ultimate solution. In typical Tommy John fashion, we took to raising awareness about a frustrating issue in a humorous yet relatable way."

The new campaign, which was produced by creative agency Preacher, is a follow up to Tommy John’s “The Big Adjustment” campaign film from 2015 that featured men in a tussle with their undershirts while in high stress situations. Tommy John and Preacher collaborated for the second time on the Undershirt Undoing campaign.
 
Tom Patterson founded Tommy John in 2008 effectively launching his crusade against ill-fitting undershirts. The brand introduced the world’s only patented undershirt with a stay-tucked guarantee. Recently, comedian and actor Kevin Hart became an investor for the brand will launch a collection with Tommy John in 2017.


 

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