Cannes Lions
PREACHER, Austin / TOMMY JOHN / 2016
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“The Big Adjustment" highlights the unspoken epidemic of men adjusting themselves due to sub-par underwear. So many guys are uncomfortable, spending their days picking, pulling and tugging, and we're all pretending we don't see it. With Tommy John underwear, it doesn't have to be this way. In order to shine a spotlight on the widespread yet ignored problem and let guys know a solution exists, we launched this anthemic brand film. We sought out to create a film as premium as the brand's product via high-end production and clever adjustments from a variety of actors and scenarios. Bad underwear doesn't just impact men of all ages, ethnicities and professions; it also impacts the women who can't help but notice the discomfort. Tommy John underwear doesn't pinch, bunch or ride up, so a new era of comfort can begin.
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