An Extra Package for Your Package.
When new underwear is born, it will be men from the Center for Underwear Advancement who bear it. This highly scientific agency is at the leading edge of underwear theory with their latest nifty gadget: Bullpen Underwear with Stay-Put Pouch technology.
Duluth Trading introduced a simple (but essential) element into Bullpen Underwear: a little extra fabric to help keep the boys in place. The genius of such a simple invention led to the fabrication of the Center for Underwear Advancement, an R&D arm of Duluth Trading that provides oversight and testing in the name of crotchal comfort.
The fictitious agency was intended to highlight the genuine spirit of innovation that drives Duluth’s business, presented in a plainspoken format. The men in lab coats are local actors, but the emcee at the heart of the piece is Ricker, actual head of product development. The man can improv.
Outside of the long-form edit, trailers and teasers were showcased in emails to customers and across social media, driving web traffic.
Art Director: Kevin Longino // Writer: Brian Hucek // Concept art, storyboarding, illustration: Kris Kluthe // Director: Patrick Pierson, Drive Thru // Line Producer: Nick Langholff // Agency Producer: Sarah Lorenz // Editor: Dan Shickles // Creative Director: Dana Lytle // Produced at Planet Propaganda