Paris agency Herezie, which last amused us by having kids illustrate super-violent Amazon Prime Video shows based only on the titles, is back with a quirky promo for The Boys.
Introducing Superwear, the underwear that protects your holy grails while you binge in bed with a laptop resting on your privates. The French campaign kicks off with a Vought-style corporate video on how the magical skivvies keep reproductive bits safe from electromagnetic waves, UV rays, bacteria and garden-variety sweatiness.
"Because your babies really matter to us," the speaker says in a manner most sinister.
For those who haven't watched it, The Boys is a gleefully dystopian superhero series. The heroes work for the corporate entity Vought International, for whom world-saving comes second to cashing in and great PR. Not to spoil it, but Season 1 teaches us just how invested Vought is in kids.
Seven pairs of undies come in the seven theme colors of the heroes. There's also a lookbook and a Paris-based poster campaign. Check out some images from the lookbook below. (Props for inclusivity. Hopefully one day we won't have to give props for that.)
Lambs, a protective clothing brand, handled the production. Its patented WaveStopper "silver-lining technology" blocks 99 percent of phone and WiFi radiation, which can harm fertility in both men and women.
The material is tested and certified by MET Labs in Baltimore, and EMITech in France, so you can worry less when balancing your laptop precariously on your pelvis. (Still. Use a table. Why tempt fate?) It's also SPF50, prevents odor-causing bacteria, and is conveniently wrinkle-resistant, because that's what we worry about when slipping our undies on in the morn.
Agency: Herezie Group
CEO: Andrea Stillacci
Executive Creative Directors: Paul Marty, Etienne Renaux
Art Director: Rodolphe Pinta
Copywriter: Théo Castagné
TV Production: Tanya Kozlova, Laureen Rigot
Art Buying : Johanna Warlus
Account Director: Dimitri Boudnikoff
Account Manager: Marine Chenu
Account Executives: Laura Marie, Lisa Duchein
Community Manager: Douglas Antonio, , Lucie Roques
Brand: Amazon Prime Video
Social Media Manager: Alexandre Andresciani