Reese Carpenter
Copywriter at Partners & Partners
New York, United States
TitleInstyle Full Page
Agency
Campaign Instyle Full Page
Advertiser Tommy John Wear
Brand Tommy John Underwear
Date of First Broadcast/Publication
Tagline Real, Smart Underwear for Real, Smart Men
Story

Young Discoverers Club were briefed with 6 days until final materials were due. We concepted, presented, cast, shot, retouched and put in layout a completely new spot with new tagline in that time.

Philosophy

The men's underwear category is bereft with ridiclous poses, lots os oil, and no concept. We wanted to lift the lid on that my pokng fun at pretty much all of the competitors, but with the understanding that women (our audience in InStyle magazine) still liked to look at attractive semi-naked men.  

Problem <p>Break through the clutter with some intelligence and honesty.</p>
Media Type Magazine
Creative Partner
Copywriter
Copywriter
Art Director
Agency Producer
Producer
Photographer
Retoucher

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