US Creative Work of the Week: Gildan says ‘don’t wear your dad’s underwear’ in ads created by OKRP

In Gildan’s latest campaign, the clothing company is encouraging young men to nix the tighty-whities of their dads’ generation and instead opt for the brand’s boxer briefs.

Called ‘Don’t Wear Your Dad’s Underwear,’ the campaign aims to drive home the point that, while it’s okay to look up to your dad and ask him for advice, emulating his underwear choices is a different story.

Created by Chicago’s OKRP, the campaign has been voted by readers as US Creative Work of the Week. Aside from TV, digital, radio and print ads, Gildan is also rolling out branded ads on Tinder and is working with publishers including The Onion on content as well.

“‘Not your Dad’s Underwear’ is a bold statement that gets to the point fast. Perfect for today’s attention-challenged audience,” said Matt Reinhard, chief creative officer at OKRP, in a statement. “And when you are the challenger brand in the category, you can push off the competition and raise your awareness as the new alternative.”