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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
… read morescreen 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.
read less...Camera assistant - Peter Sheppard
Casting- Peta Einberg
Stellar Sound - Matthew Cox, Nigel Crowley
Engine – Colourist - Warren Lynch
Engine – Compositor – David Duncombe
Engine – Facilities Manager – Rebecca Love
Print
Photographer – Jamie McFadyen
Producer – Loius&Co, Louis Molines
Assistant producer – Simone McNair
Assistant photographer – Joe Molines
Retouching – Limehouse Creative
Print production – Jose Panetta
Studio manager – Elkie Pieterse
