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UNTUCKit: Fainting Goat Syndrome
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US Shirt retailer UNTUCKit, maker of perfectly fitted shirts designed to be untucked, launches its first UK TV campaign. The campaign, created by 10 Days London, brings personality and light hearted fun to the serious and stale male shirt category. Emphasising the confusing and unwritten rules about how to wear a shirt for an occasion, the campaign pokes fun at the indecisiveness men go through when faced with the question - to tuck or not to tuck.
In this playful campaign, the UNTUCKit presenter introduces us to a variety of men facing the dilemma of whether to tuck or untuck their shirts. He then describes a strange phenomenon, similar to 'fainting goat syndrome', where the men's legs freeze and they simply topple over to comical effect. As one man lies bleating on the floor, the presenter announces that UNTUCKit shirts will make “fainting goat syndrome a thing of the past”. Turned around in 10 days, the spot was co-directed by co-founder Jolyon White, and Owain Pennington; produced by co-founder George White; bespoke music by co-founder Dominic White; and stunning shots from DOP Felix Weidemann. UNTUCKit was started because their founder couldn’t find shirts that looked good untucked. It’s a tough style to get right. That’s why they created the perfect untucked shirt. It has that just-right length, fits all shapes and sizes, and helps you look sharp - even at your most casual.
SOUND & MUSIC: Dominic White / Paul Zanders Related |
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