Maybe you saw the billboard, or the documentary about Frank La Rant, or the lookbook. If so, you were probably disappointed to learn that Plastique, the high-end plastic pants supposedly designed by La Rant, aren't real. And that Fruit of the Loom was behind it all.
The spoof by Crispin Porter + Bogusky originally came from the brand's TV ad in which Fruit of the Loom purportedly tested its boxer briefs by having people wear transparent plastic pants. (If anything would make underwear ride up, it would presumably be that.)
From there, CP+B launched a full-scale high-fashion parody—poking fun at underwear brands like H&M that pretend to be all glamorous in selling the most basic attire out there. The campaign included fashion ads, outdoor, digital, a Web experience, social media accounts, and even men in Plastique parading around SoHo and Rodeo Drive.
"Throughout the campaign, Fruit of the Loom held the position that they didn't really get how you could call plastic pants fashion," the agency says. "But it was very clear that they were behind (and underneath) this entire story, giving this long time underwear maker the innovation and style cred they deserved."
See more from the campaign below.
