Rio aims to ‘put the reality back into underwear’ with new TV ad
http://youtu.be/XGztmYWRYJY
Underwear brand Rio has released a new TV ad campaigning against expensive underwear with the tag line “Keep it Rio”.
The ad, created by Sydney’s Three Drunk Monkeys, argues: “If you think paying 50 bucks for a pair of underwear is going to make them more comfortable, then maybe thinking is not your strong point.”
Credits:
Seems they have not bothered with the creative department and just shot something the planner wrote.
@Tech Wreck,
I actually thought the underlying message was great. While the execution had some room for improvement (I thought the tie-in at the end was far too rushed) I think it will work for them. After all, it’s probably not supposed to convert buyers of designer underwear as much as resonate with those who already think that fifty buck undies are a bit of a joke.
And no, I don’t work for/have any affiliation with anyone involved.
Props for getting a shit ad on TV.
Hot guys in undies – this ad is totally working for me. I intend to buy, buy, BUY some Rio undies.
Well if it works for Brad…. I actually agree with OtherAndrew, the underlying message is a good one the link to the brand at the end was too weak
LIKE!!!!
Cute
Do ultra-Australian blokey voiceovers really work? Not for me…
re Voice Over – is ‘being’ the target market the same as appealing to the target market? This VO is at the extreme end of this target’s spectrum and will isolate a fair buying chunk with it’s drawling “just-had-a-sip-of-my-beer” mouth noise.