Elizabeth Banks Directs First Campaign For New Women’s Line
Tommy John’s comedic marketing tactics — from 2015’s “The Big Adjustment" to more recent work featuring actor/comedian, and Tommy John investor, Kevin Hart – have certainly helped earn favor for its growing men’s underwear business. Now with the debut of its first women’s collection, Tommy John and longtime creative agency of record, Preacher, have yet again brought the humor, enlisting famed actress, Elizabeth Banks, as director, along with production company, Harvest Films, to highlight the many grueling (bunching, riding, rolling) issues women face with their underwear in a campaign titled, “Little Adjustments".
Tommy John’s CMO, Josh Dean notes, "Women's underwear marketing has always been very serious and sexualized, so we wanted to approach the category in a refreshingly fun, relatable and authentically Tommy John way by highlighting the unique problems women face with their underwear."
The campaign seamlessly delivers, keeping in step with Tommy John’s ongoing “No Adjustment Needed” brand platform and coming to life through a :60 anthem spot and a series of shorter films which will run online initially before rolling out to TV later this year accompanied by print and out-of-home executions.
Dean continues, "Women's may be a new division of business for Tommy John, but the strong foundation of our brand remains the same.” ᐧ
Elizabeth Banks spoke out in support of the all too relatable campaign, remarking, “I loved this campaign from the beginning. 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.”
And capture she did. The ads are already making a big splash online, with YouTube views rapidly climbing well over the million mark.
If the Tommy John and Preacher partnership has proven anything over the past 3 years, it’s that surely no adjustment is needed.
Creative 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 Films
Director: Elizabeth Banks
Executive Producer: Bonnie Goldfarb
Head of Production: Niko Whelan
DP: Tim Suhrstedt
Line Producer: Leslie Owen
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
