• September 4, 2007

Jockey International launched its first viral campaign, starting with a microsite that highlights just how uncomfortable ill-fitting underwear can be.

At www.stopsquirming.com, a rich media application lets users play with two squirming models, showing the comical and sometimes embarrassing gestures that people use to wiggle and adjust undies that don't fit.

Jockey commissioned Boston-based marketing firm Cone, Inc. to develop the campaign, which also allows users to upload and vote on their favorite squirms. To spread the news, users can even send a "Grundy Grievance" email that alerts friends of their underwear problems.