In order to draw in our male audience, the spot begins with model seductively stripping. As it progresses, audiences quickly realize the misdirect and are challenged to upgrade their ratty underwear. The spot ends with a simple way for men to upgrade, a $10 coupon for a new pair of Tommy John briefs. Seductive pictures and videos were posted on social media to launch the spot and keep men engaged. Finally, a custom media kit, with a pair of new briefs wrapped in custom paper, was sent to targeted media personalities the morning of the video launch.

The campaign was a success. Not only was it featured in many prominent online blogs and media outlets, targeted media kits also helped drive sales. For example, a kit we sent to Howard Stern led to over $65,000.00 in sales in just a week. The video, which broke 100,000 views within 24 hours, and the media coverage, led to a total of over 330 million earned media impressions for brand. In the end, the campaign helped Tommy John end the year with a 5x growth over the previous year.