Television: The Richards Group, Fruit of the Loom, Move to Comfort
Athletes and underwear. Sure, Olympians are probably wearing some form of spandex or the latest high tech fabric. But everyday life? Fruit of the Loom's "Move To Comfort" commercials used the biggest sports event of the year, NBC's London Summer Olympics, including a guy in his boxers doing gymnastic rings on a beach. It aired during the actual male gymnastic competition. The judges (consumers) scored well here: a nearly 500% lift in engagement (likes and comments) and a 40% lift in brand recall.