It’s not everyday that we see an ad asking the consumer to not talk about the product being advertised. Indeed, the latest ad for Fruit of the Loom’s new breathable underwear collection does it in a very comedic way. The spot advertises underwear that have micro holes to allow air to flow. The idea behind the campaign is that the underwear are so good that you will want to talk about them…please don’t!!
Two spots were made, one for women and one for men. The one for men shows in a funny product demonstration the physics of airflow, in a situation that you would not like to be in.
While the ad asks the consumers not to talk about their fantastic experiences with the underwear, the people behind the ad knew that by using reverse psychology they would obtain the opposite effect.