Category: Clothing, Footwear & Accessories
Advertiser: JBS
Product/Service: MENS UNDERWEAR
Agency: UNCLE GREY
Production Company: M2FILM, Århus, DENMARK
Executive Creative Director: Jimmy Blom
Creative Director: Jesper Hansen
Copywriter: Jimmy Blom/Jesper Hansen
Art Director: Jesper Hansen/Jimmy Blom/Christian Rahn/Daniel Nicolajsen
Account Supervisor: Charlotte Porsager
Advertiser's Supervisor: Morten Skou/Jesper Tolstrup Frydensberg
Producer: Jan P/Bjarke Toft
Director: Klaus Spendser
Editor: Søren Ottesen
Post Production: Duckling/Sonne
Planner: Lars Samuelsen
Director Of Photography: Frederik Jacobi
EditingCompany: Duckling/Sonne
Planner: Lars Samuelsen
Director Of Photography: Frederik Jacobi
Editing Company: Duckling/Sonne
English Description
JBS has been making the same classic white underwear since 1939. Its top quality but have gotten old.
When everything about your underwear is perfect, what else can you do to better the product? We decided to go behind the scenes and show how this fabulous underwear is made, and how JBS tries to improve perfect.
And of course we added enough excitement to make it worth watching and give the video it’s own life bringing earned media to JBS.
The target audience is men. And men tend to share visual indulgence. Using a viral video not only promotes the products but also the brand as modern, provocative and confident. Creating a video that’s too spicy to be shown on television lures the target audience to see the video by individual choice, making the promotion easy to absorb whilst keeping a subtle focus on the product throughout the video.