Tommy John has turned to Colton Underwood, an NFL player-turned-director, to create its fall campaign.
Underwood’s As Best Friends creative and production studio created “Own Your Comfort,” a short film that takes three NFL offensive linemen — Landon Dickerson, Tristan Wirfs and Ted Karras — and has them strut down a fashion runway in just their Tommy John underwear.
“The premise was simple: put the biggest men in football in the most graceful setting we could build, and let comfort be the reason it works,” said Underwood. “I spent a decade in locker rooms with guys like this, so directing Landon, Ted and Tristan on a runway was about as full circle as it gets for me. They committed completely, and that’s what makes it land.”
The 15- and 30-second spots, which will go live Thursday, include female spectators sipping Champagne and oohing-and-aahing over the players, as well as an orchestra playing on the side of the runway. Dickerson even tosses a pair of underwear into the crowd at the end of his turn on the catwalk.
For Tommy John, it was the fact that NFL offensive linemen embody the idea of providing support that is often unseen. “Through ‘Own Your Comfort,’ we’re celebrating the confidence that comes from having the right support,” said Cheryl Abel-Hodges, chief executive officer of Tommy John. “Whether you’re protecting a quarterback or heading into an important meeting, the right foundation changes how you move through the world. That’s why Tommy John delivers uncompromising comfort through every product we make, empowering people to show up confidently every day.”
She said the company opted to work with Underwood because his background in football gave him an innate understanding of the players but offered a “creative perspective that pushed them outside of what you’d typically expect from offensive linemen. He created an environment where the guys could let their personalities come through, which was essential to capturing the confidence, humor and authenticity at the heart of the campaign. It’s funny, but there’s a real truth underneath it: when you feel comfortable and supported, you carry yourself differently.”
The “Own Your Comfort” campaign will be featured on digital, social, retail and other paid media this fall.
