Culprit Mimics Apple To Sell Underwear

Culprit Creative is putting the adage imitation is the sincerest form of flattery to the test as it launches its new underwear brand. 

The L.A. ad agency/production shop's campaign serves as a "modern homage" to Apple's original AirPod ads with silhouettes of people dancing as cool tunes play and lines radiate off their bodies to illustrate the music’s energy. In fact, new underwear ads are tagged “AirPods2.” currently sells men’s underwear and will launch a women’s product soon. A membership model is available and all products are handmade in California.

Agency executives decided to launch the side business because current offerings on the men’s underwear market “are a joke”—they aren’t comfortable, stylish or flattering, they say.




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