Tommy John is adding actress/director Elizabeth Banks to its roster of talent contributors as the lifestyle brand launches its first women's underwear line.
Agency Preacher specifically sought out Banks to direct and inject her humor into a series of ads that highlight the issues women face with their underwear.
"With authenticity at its core, the team searched for a director that could identify with the problem and share a similar eye for high-end humor and aesthetic," says an agency spokesperson. Banks is best known for directing and producing the "Pitch Perfect" movies. Harvest served as the production company.
The "Little Adjustments" message plays off Tommy John's original men's "The Big Adjustment" before ending with the universal message: "No Adjustment Needed."
The brand felt it "equally resonant with both men and women, but in very different ways," says the spokesperson. Here is a link.
In addition to the :60-second anthem spot, the campaign includes a series of shorter versions running online. Later this year, the campaign will extend to TV, print and out-of-home.
Last year, Tommy John ran a series of amusing videos starring comedian (and investor) Kevin Hart.