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Fruit of the Loom Infuses Luck into New Underwear

Fruit of the Loom and CP+B teamed up to make sure our private parts were covered in luck. Seriously. Lucky underwear. How, you ask? Well, a few guys traveled around America, rubbing new underwear with good luck in places like the Hoover Dam in Boulder City and the Seven Star Cavern Chinatown Wishing Well in Los Angeles. The project is not scientific, but if you care about luck, the original run called for 1,000 men’s underwear and 1,000 women’s underwear. The above video shows a brief behind-the-scenes look at the hokum methods used to make the underwear lucky.

As of publication, 1718 of the 2000 pairs of lucky underwear are still available for an affordable $10 each.

The narrator of the video mentions infusing “legitimate luck” into the fabric, which is stupidly ambitious, since there’s nothing legitimate about luck. That’s the point. But there’s something charming about the earnest dedication and effort Fruit of the Loom put into the project. Plus, the underwear is inexpensive and  soft, so if you don’t care for superstition, there’s always functionality to fall back on. Credits after the jump.

WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly

EXECUTIVE CREATIVE DIRECTOR(s): Tony Calcao

CREATIVE DIRECTOR(s): Matt Fischvogt, Dave Cook

EXECUTIVE PRODUCER: Scott Potter

CREATIVE TECHNOLOGY DIRECTOR: Pablo Alejo

TECHNICAL LEAD: Gary Gamble

ASSOCIATE DESIGN DIRECTOR:  Scott Pridgen

DIGITAL ASSOCIATE CREATIVE DIRECTOR: Stephanie Kohnen

COPYWRITER: Emily Salas

ART DIRECTOR(s): Tyler Gonerka

VP/DIRECTOR OF INTERACTIVE PRODUCTION: Tony Tung

INTEGRATED PRODUCER: Shannon Priem

DEVELOPMENT PARTNER: Mapleton Hill Media

MUSIC PRODUCER: Chip Herter

ART PRODUCER(s): Lillian Sevilla

PHOTOGRAPHER:  Sebastian Gray

VP Director of Video Production: Chad Hopenwasser

SR VIDEO PRODUCER: Kristine Ling

JR VIDEO PRODUCER Chrissy Wamsher

EXC. BUSINESS MANAGER Kathy Graham-Smith

QUALITY ASSURANCE: James Hudson

QUALITY CONTROL: Darryl Tait, Hiran Lopez

DIGITAL ARTIST: Elliott Asbury

PRINT PRODUCTION MANAGER: Eva Hunter

AUDIO RECORDING: Lime Studios// Coupe Studios LLC

ENGINEER: Loren Silber//Greg McRae

VO TALENT: Bryce Johnson

STOCK MUSIC: Marmoset Music

TRACK(S): Love and Oceans; we forget everything; Clouds;  Birds Eye House; Golden Hills

FILM PRODUCTION: Bankrupt Films

DIRECTOR: Elliot Dillman

DIRECTOR OF PHOTOGRAPHY: Samuel Brownfield

EXECUTIVE PRODUCER: Rob DeBakey

LUCKY LOOMS REPRESENTATIVE: Will Bozarth, Adam Haas Hunter

MARTINSVILLE EXPERT: Alan Buckner

HOOVER DAM EXPERT: Dennis McBride

CHINATOWN EXPERT: Frank Quon

FOUR-LEAF CLOVER COLLECTION OWNER, ALASKA: Glen Martin

POST PRODUCTION: PLUS Productions

PRODUCER: Lennon Barnica

EDITORS: Glen Montgomery and Chadwick Shoults

MOTION GRPAHICS/ANIMATOR: Adam Nix

VFX ARTIS: Adam Nix

FINAL AUDIO MIX: Jon Brennan

DIRECTOR OF PHOTOGRAPHY – FACTORY FOOTAGE: Steven Capstick

TELECINE: POST Modern

COLORISTS: Rick Gougler

PRODUCER: Jamie Kirchof

SENIOR DFX ARTIST: Casey Kerrick

SENIOR DIGITAL ARTIST: Anh Troung

VP/GROUP ACCOUNT DIRECTOR: Danielle Whalen

ACCOUNT DIRECTOR: Joselyn Bickford

ACCOUNT SUPERVISOR: Jessica Francis

ACCOUNT MANAGER: Lucas Potter

EXECUTIVE BUSINESS AFFAIRS MANAGER: Missie Johnson

COGNITIVE ANTHROPOLOGIST(s): Teresa Harris, Carolina Tristao, Allie Cole, and Dan Drullinger

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