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Miroslav Underwear: Hotel
Underwear manufacturer Miroslav is launching its new men’s underwear range via a humorous print, radio and cinema campaign by M&C Saatchi.
The three cinema spots make their screen debut later this month (April). Each plays on the positioning that the superior quality of Miroslav underwear (made of Japanese cotton, high-grade elastics and locally manufactured) is best appreciated up close. In one a man stretches a pair of the underwear over his steering wheel and purposefully crashes his car to engage the airbag. In the second a hotel worker notices a sleeping guest wearing the underwear and climbs into bed with him. In the third a very short man chases a power walker who is wearing the underwear (beneath his shorts). Each ad closes with the tagline: ‘Miroslav Underwear. Quality best appreciated up close.’ The four similarly themed print executions ran nationally as double page spreads in fashion magazines.
Camera assistant - Peter Sheppard Related |
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