M&C Saatchi creates humorous new campaign for Miroslav men’s underwear – no slave to fashion
Underwear manufacturer Miroslav is launching its new men’s underwear range via a humorous print, radio and cinema campaign by M&C Saatchi.
The three cinema spots make their screen debut later this month (April).
Each plays on the positioning that the superior quality of Miroslav underwear (made of Japanese cotton, high-grade elastics and locally manufactured) is best appreciated up close.
In one a man stretches a pair of the underwear over his steering wheel and purposefully crashes his car to engage the airbag.In the second a hotel worker notices a sleeping guest wearing the underwear and climbs into bed with him. In the third a very short man chases a power walker who is wearing the underwear (beneath his shorts).
Each ad closes with the tagline: ‘Miroslav Underwear. Quality best appreciated up close.’
The four similarly themed print executions ran nationally as double page spreads in fashion magazines.
Miroslav Head of Marketing Andrew Scott 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’.
The underwear is available online and in David Jones stores in Sydney and Melbourne.
Credits
Creative Director/Writer – Oliver Devaris
Creative Director/Art director – Graham Johnson
TV
Producer – Lill Ireland
Director – Adam Anthony
DOP – Tony Gardiner
Camera assistant – Peter Sheppard
Casting- Peta Einberg
Stellar Sound – Matthew Cox, Nigel Crowley
Engine – Colourist – Warren Lynch
Engine – Compositor – David Duncombe
Engine – Facilities Manager – Rebecca Love
Photographer – Jamie McFadyen
Producer – Loius&Co, Louis Molines
Assistant producer – Simone McNair
Assistant photographer – Joe Molines
Retouching – Limehouse Creative
Print production – Jose Panetta
Studio manager – Elkie Pieterse
18 Comments
Seriously unfunny.
Underwear advertising should not leave you thinking…”oohhhhh, yuk! Weird, creepy and smelly…” And then…”WTF?”
seriously wrong, would have expected better
Seriously unfunny…..really? Fuck, they made me laugh.
There’s not much worse than a bad scam ad
Dwarf is funniest!
hotel is fucking weird and creepy. being literal, but i doubt these undies are so cool and new that you’d want to get up that close to some fat, ugly stinky blokes cock.
it’s an “as if” ad. ie: bollocks. ….pardon the pun.
show me some hot maid climbing in to bed with him, and then maybe i’d think about buying some of these fart rags. not some old queen about to rub his nasal hairs all over some hungover fat blokes pouched potatoes and snag.
turn off….and the others are not really that funny.
shame they can’t do half decent work on real clients. average anyway
Are you guys serious!!!!
imagine how many crap M&C real ads they had to make just to earn all of these hardworking peoples favours and then to come up with this creepy bollocks? lads please, you’re giving scam a bad name…
just wondering what the cutoff age is for doing scam ads?
Unsexy and underwear are not a good mix.
The airbag spot is a totally different strategy to the other two, which follow the Lynx strategy of attraction.
The car crash idea just doesn’t make any sense in comparison. Why doesn’t he just put them over his head?
Very weak campaign overall.
10:31’s comment is particularly cruel because it’s so damningly, insightfully accurate. 24 years after graduating AWARD School is way too late to be doing scam. You could excuse it if the work was brilliant. But this stuff shows excruciatingly bad judgement from a whole bunch of people who should know better.
It’s called ‘having fun’ while working.
They are funny!!! The key thing here surely is viewer recall and I bet you, these ads create a buzz and sales increase as a result.
I thought they were different. And in the end, isn’t the key thing here about viewer recall? I bet this campaign creates a buzz and that miroslav sales increase as a result.
I thought they were different. And in the end, isn’t the key thing here viewer recall? I bet this campaign creates a buzz and that miroslav sales increase as a result.