If you’re feeling overawed by someone, just imagine them in their underwear. Sydney agency, Ground, has borrowed this famous advice for Australian underwear brand, Knobby, and turned into a fun and friendly campaign, Good Underneaths, that underlines the brand’s larrikin persona.
It’s also a fiendishly brilliant way to insert people in the brand’s underwear into a campaign.
The campaign and its hero commercial are the agency’s response to Knobby’s need to find a new positioning that reflects the brand’s evolving product range and changing audience demographic.
Rob Rand, chief executive officer and founder of Knobby, stated, “We needed to grow up and share the reality of our story. Good Underneaths speaks not just to the internal values of the company and the quality of the product, but also reflects our community who are not only there for the good times – they offer genuine support to each other when things get tough.”
“The campaign was built upon deep cultural insights and audience research that uncovered when our audience were faced with modern life, Knobby had a role to play as a supportive mate,” added Colin Fairley, managing partner and founder at Ground. “We’ve been on the journey with Knobby since the start and are proud to bring to life this new positioning that shows just how much the brand has evolved.”
The TVC was produced by production company, Entropico, and directed by Aislinn Lowe. “I loved the opportunity to help take Knobby on its first steps into an exciting new space,” Lowe commented. “Knobby underwear is playful and supportive, and that’s the mood I wanted to hit with this spot, balancing fashion and humour to bring characters to life in relatable scenes and situations.”
The new positioning will underpinning all brand activity into the future. The Good Underneaths campaign went live on October 19 and is supported by a new website launch and a social program encouraging the Knobby community to sport their undies to feel ‘good underneaths’, whoever they are, whatever they’re doing.
The campaign launches in line with the release of the Knobby’s new Bamboo Staples Collection: a range of men’s and women’s underwear and bralettes in super soft and sustainably sourced bamboo.
Credits:
Brand: Knobby
CEO & Founder: Rob Rand
Marketing Manager: Lisa Hili
Digital Marketing Manager: Jy Morgan
Head of Product: Nadia Cuff
Creative Agency: GROUND
Creative Director: Lawrence Parmenter
Copywriters: Julia Spencer & Patrick Timms
Art Director: Thuy Danh
Managing Partner & Founder: Colin Fairley
General Manager: Raje Hiranand
Senior Account Manager: Caitlin Todd
Production Company: Entropico
Director: Aislinn Lowe
Executive Producer: Tim Burnett
Producer: Gus Kennelly
DOP: Tyson Perkins
1AD: Annabel Mills
Editor: Jodie Williams
VFX: Oscar Brookes-Luscombe
Music Composition: Jacob Turier & Rowan Dix
SFX & Sound Mix: Rowan Dix
Colourist: Matt Fezz
Media Agency: Media Merchants
