The Office’s Creed Bratton Revisits His Music Roots to Write Some Crappy Underwear Jingles

Fruit of the Loom challenges you to do better on Instagram

Creed Bratton once toured the world as a folk-rock star. But can he sell Breathable Boxer Briefs? No he can't. - Credit by CPB
Headshot of David Griner

Long before he was The Office’s creepiest denizen, Creed Bratton was an accomplished musician and guitarist for folk-rock band The Grass Roots. Although he’s now far better known for playing a bizarre character who shares his name, he’s making a musical reappearance of sorts in Fruit of the Loom’s newest campaign from agency CPB.

In a new spot announcing a promotion around the brand’s Breathable Boxer Briefs, we see Bratton attempting to write a jingle for the product while under the increasingly concerned eye of a fictional marketing executive.


Since Bratton’s attempts fall short, we’re told, the brand is opening up the process to anyone with an ear for catchy jingles and an Instagram account. The promotion is offering $10,000 to the best jingle posted to the social platform using the hashtag #BREATHABLEJINGLECONTEST and tagging @FruitOfTheLoom.

According to the promotion’s rules page, entries will be judged 50 percent on originality of lyrics, 25 percent on catchiness and 25 percent on creativity. Lyrics must include the phrases “Fruit of the Loom” and “Breathable Boxer Briefs.”

And while the rules don’t specifically prohibit any mention of seizures, it seems from Bratton’s experience that it might be frowned upon.

CREDITS:

Brand: Fruit Of The Loom
Svp Brand Management And Sales (Fruit Of The Loom): Lis Cravens
Vp Of Brand Communications (Fruit Of The Loom): Karen Kendrick
Director Of Brand Communications (Fruit Of The Loom): Bryse Yonts
Brand Communications Associate Manager (Fruit Of The Loom): Katie Over
Digital Director (Fruit Of The Loom): Stephanie Kelley
Agency: CPB
Creative Director: KT Thayer
Associate Creative Director: Donny Brunner, Ryan Contillo, Austin Mankey, Mike Motch
Studio Designer: Tyler Cox
Interactive Producer: Alina Moeller
Assistant Producer: Lilah Strauss
Account Director: Kristi Kirkeide Boutiette
Management Supervisor: Mark Hurley
Account Manager: Brooke Hemze
Project Manager: Dwight Piotter
Associate Director, Media: Liz Bedford
Media Planner: Allison Copens
Associate Social Director: Laura Bianchi
Digital Supervisor: Martha Janeski
Community Manager: Nanci Zurek
Director Of Business Affairs: Trisha Ramdoo
Senior Business Affairs Manager: Ann Shelton
Associate Business Affairs Manager: Katie Leonard
Strategy Director: Kelly Mertesdorf
Senior Strategist: Bethany Lechner
Production Company & City: Scheme Engine
Director: Kt Thayer
Dp: Damien Acevedo
Executive Producer: Sheira Rees-davies
Telecine Company: The Mill
Colorist: Nicholas Metcalf
Producer: Rochelle Brown
Editorial Company: Mackcut
Editor: Nick Divers
Assistant Editor: Kenneth Munoz
Executive Producer: Gina Pagano
Producer: Margarita Mutuc
Mix And Sound Design Company: Lime Studios
Executive Producer: Susie Boyajan
Engineer: Matt Miller
Assistant Engineer: Lisa Mermelstein
Postproduction & Vfx Company: Mackcut
Flame Artists: Jimmy Hayhow, Kairlyn Jackson


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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."