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Underwear brand Tommy John has enlisted actor and director Elizabeth Banks to pull the humor out for the brands first women's underwear advert.

The ‘Little Adjustments’ campaign promotes the brand’s debut women’s collection. The 10-year old-brand, most known for bringing a new spin on men’s underwear, has previously brought humor to the underwear space with partner and investor Kevin Hart.

For the new campaign, Tommy John worked with long-time creative partner, Preacher, to strategize and spread the word about the new women’s line.

Through extensive research, development, and wear-trials, Erin Fujimoto, co-founder and head of merchandising at Tommy John, identified the unique issues plaguing women and their underwear, like underwear that bunches, rolls, or shows a visible panty line. The findings led Tommy John to a brand platform of ‘No Adjustment Needed’, which was equally resonant with both men and women, but in very different ways. 

“Women tend to be more savvy and subtle in overcoming the problems and distractions they face with their underwear,” said Fujimoto. “We want to highlight that uncomfortable truth in a relatable way that no other women’s intimates brand has done before.”

Tommy John, Preacher and production company Harvest Films, created a 60-second ‘Little Adjustments’ film, directed by Banks, to highlight the issues women face with their underwear. A refreshing counterpart to Tommy John's anthem spot, ‘The Big Adjustment.’

Through a series of vignettes, Tommy John presents women struggling to remove their knickers from uncomfortable positions in awkward situations like meeting the spouse’s boss or out on a date. 

"I loved this campaign from the beginning,” said Banks. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible."

The film is part of an integrated campaign that will appear online, print, out of home, and television throughout the year. 

Preacher: Tommy John 'Little Adjustments'

Agency: Preacher
Client: Tommy John
Date: April 2018
Comfortable underwear brand Tommy John has enlisted actor and director Elizabeth Banks to pull the humor on underwear that doesn’t need awkward adjustments.
The ‘Little Adjustments’ campaign promotes the brand’s debut women’s underwear collection. The 10-year old-brand worked with long-time creative partner, Preacher, to strategize and spread the word about the new women’s line.
Tommy John, Preacher and production company, Harvest Films created a 60-second ‘Little Adjustments’ film, directed by Banks, to highlight the issues women face with their underwear as a refreshing counterpart to Tommy John's anthem spot, ‘The Big Adjustment.’ Through a series of vignettes, Tommy John presents women struggling with the uncomfortable effects of their inferior underwear in awkward situations like meeting the spouse’s boss or walking along on a first date, then offering the Tommy John women’s line as a refreshingly comfortable alternative.
Credits:
 
 
 
Client:  Tommy John
Founder: Tom Patterson
Founder: Erin Fujimoto-Patterson
Chief Marketing Officer: Josh Dean
Director of Brand Marketing: Brittany Holt
Senior Art Director: Fawad Khan
 
Agency:  Preacher
Chief Creative Officer:  Rob Baird
Chief Executive Officer:  Krystle Loyland
Chief Strategy Officer:  Seth Gaffney
Art Director:  Jimmie Blount
Copywriter:  Joe Hartley
Brand Manager:  Kristen Meade
Designers: Anna McCaleb & Nate James
Strategy Director Marika Wiggan
Agency Producers:  Stacey Higgins (EP) & Rachel Kichler (Producer)
Business Affairs:  Miiko Martin
 
Production Company: Harvest
Executive Producer: Bonnie Goldfarb
Director:  Elizabeth Banks
Line Producer:  Leslie Owen
DP: Tim Suhrstedt
Casting: Arlene Schuster-Goss, asg casting 
 
Edit House:  Cut+Run
Executive Producer:  Bebe Baldwin
Producer: Cecilia Melton
Editor:  Joel Miller   Assistants:  Nick Kondylas
Music: Marmoset Music
Mix:  Dusty Albertz, TBD Post
Finish House: Finland Finish
Online Producer: Blaire Woodall
Online Artist: Nick Smith
Colorist:  Marshall Plante, Ntropic
STILL PHOTOGRAPHY
Photography: Alexandra Valenti
1st Assistant: Henry Han
Hair & Makeup: Erin Lee Smith
Stylist: Jessica Loria
Prop Stylist: Gregory Ainsley
Production: Summerjax
Digi Tech: Shawn Miller
Studio: Milk Studios
Tags: United States
 
 
 
 
 
 
 
 
 
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