Fruit of the loom and ESPN: Sweet in Sweats Live by CP+B
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
For the first time in its history, ESPN incorporated a live commercial into a SportsCenter telecast. Hosted by Kenny Mayne, the live read featured an ESPN employee in Fruit of the Loom sweats as an extension of their 'Sweet in Sweats' campaign.
'Sweet in Sweats' is comprised of two digital videos that launched this week and demonstrate how great it feels to wear new Fruit of the Loom sweats, which now feature dual defense technology. Said Bryse Yonts from FOTL: “Paired with Kenny Mayne’s unique style, it’s is a perfect match to showcase the Men’s Fleece line in a fun way.”
The digital spots, created by agency of record, CP+B, were inspired by the classic 1980s ads where people would spontaneously jump in the air as an expression of joy for whatever product was being advertised. Fruit of the Loom felt it served as the perfect trope to express how good and comfortable people feel when they put on a pair of sweats. The“feeling Sweet in Sweats” concept and jingle are carried through to the live SportsCenter commercial, which was created in collaboration with CP+B and ESPN’s CreativeWorks team.
Client: Fruit of the Loom
Live Broadcast: ESPN