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Tommy John Launches ‘Little Adjustments’ Campaign to Celebrate New Underwear Collection



The film, directed by award-winning actress and director, Elizabeth Banks, humorously highlights the unique problems women face with their underwear

Tommy John Launches ‘Little Adjustments’ Campaign to Celebrate New Underwear Collection
Today, comfort-focused lifestyle brand, Tommy John launches their “Little Adjustments” Campaign to promote their debut women’s underwear collection. The 10-year old-brand, most well known for reimagining the fabric, fit and function of men’s underwear, worked with long-time creative partner, Preacher, to strategise and spread the word about this exciting new chapter.

Through extensive research, development, and wear-trials, Erin Fujimoto, Co-founder and Head of Merchandising at Tommy John, identified the unique issues plaguing women and their underwear, like underwear that bunches, rolls, or shows a visible panty line. In so doing, Tommy John determined their brand platform "No Adjustment Needed" was equally resonant with both men and women, but in very different ways. 

“Women tend to be more savvy and subtle in overcoming the problems and distractions they face with their underwear,” says Fujimoto. “We want to highlight that uncomfortable truth in a relatable way that no other women’s intimates brand has done before.”

Tommy John, Preacher and production company, Harvest Films created a 60-second “Little Adjustments” film to highlight the issues women face with their underwear as a refreshing counterpart to Tommy John's anthem spot, "The Big Adjustment". Through a series of vignettes, Tommy John presents women struggling with the uncomfortable effects of their inferior underwear. In the end, the message is clear;  women can “Overcome the Uncomfortable” with Tommy John.

With authenticity at its core, the team searched for a director that could identify with the problem and share a similar eye for high-end humor and aesthetic. Tommy John found a perfect partner in award-winning actress and director, Elizabeth Banks. 
"I loved this campaign from the beginning,” says Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible."

The film is part of an integrated campaign that will appear online, print, out of home, and television throughout the year. 


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Genres: Storytelling, People

AJM, Fri, 06 Apr 2018 12:08:40 GMT