Perry Ellis has a new campaign for its Savane brand that parodies pharmaceutical advertising by diagnosing a new ailment called “Pants-itis.”
The creative, developed by Baldwin&, positions the men's clothing brand as the cure for ill-fitting pants. Each of the three 30-second online video spots highlight “Pants-it is” problems by offering "cures" such as wrinkle-free technology, an expandable waistband, and spill and stain resistant materials.
Mimicking the closing message of pharmaceutical ads, each video ends with the "friendly" reminder to “Ask your bottom half if Savane is right for you.”
Sample the work here.
This creative direction is new for the clothing brand that previously advertised its pants in straightforward fashion ads more typical of the khaki genre.
The media buy, handled by Media Storm, includes ads on Facebook and Instagram as well as in-store advertising.