Underwear brand Tommy John catches consumers in the act—of peeing, that is—with this bathroom campaign running in urinals and stalls in malls across the country. The out-of-home push, created in-house, features strategic media placements that deliver the messages to shoppers while they’re mid-stream. One ad, for example, reads, “Since you’re staring straight ahead anyway,” while others take the opportunity to discuss body parts in play: ”Free willy faster” and “Nestle what you used to wrestle,” they read. Yet another ad speaks to shoppers with breasts: “No more booby traps.” The ads also take advantage of their location in malls and direct shoppers to where they can buy Tommy John products just a few steps away. They even get a 20% discount if they choose to use the most hilarious coupon code we’ve ever seen—they just have to tell the cashier, “I washed my hands.” “There aren’t many places where brands can maintain 100% share of voice and a captive audience for one to two minutes at any given time,” said Tommy John Creative Director Fawad Khan. “Our goal was to use humorous, informative ads that would get customers to rethink their restroom experience. This was an opportunity to connect with them at the very point of product engagement in order to highlight pain points and offer potential solutions.” “What sets these ads apart is the unique tone of voice,” said Will Morley, director of copy. “They are in a bathroom, but it’s not toilet humor— it’s fun, memorable and it’s ownable. No other underwear brand has Tommy John’s level of confidence.” The ads are currently running in the following shopping centers: Southpark Mall in Charlotte, NC; Scottsdale Fashion Square in Scottsdale, AZ; The Galleria in Houston, TX and The Mall at Green Hills in Nashville, TN. “Tommy John is a disruptor brand that aims to outthink, not outspend,” added Khan.“With these ads, we were intent on cutting through the noise in the exact place we knew we'd have the consumers’ undivided attention.”
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