Thanks to more progressive attitudes both in the streets and between the sheets, women are ditching lacy, frilly numbers for knickers that aren’t a pain to wear. Highlighting the awkwardness of uncomfortable undergarments, Tommy John’s ad uses frank humour to promote its line of wedgie-proof pants. We examine the insights behind the ad and understand how Tommy John is finding broad appeal with comfier undies.
It’s a universal joke that men don’t mind adjusting their junk in public, but women “tend to be more savvy and subtle" in doing the same, says Erin Fujimoto, co-founder of Tommy John. The ‘Little Adjustments’ ad campaign, produced with creative partner Preacher, features women apologising to friends and family for their weird behaviour that was down to wearing uncomfortable knickers. The spot – which promotes the brand’s first line for women – sees them removing their knickers from uncomfortable positions in awkward situations like at work or on a date, and humorously acknowledges the ‘everyday struggle’ that ill-fitting underwear can cause. “The underwear issues showcased in each scene is something we, as women, have all had to deal with in some shape or form. I wanted to capture that collective sense of empathy throughout the film while still making each scenario as funny and compelling as possible,” says actor Elizabeth Banks, who directed the advert.
As more women reach for leggings over jeans – US imports of ‘women’s elastic knit pants’ exceeded those of jeans in 2017, while legging orders rose by 41% in 2016, compared to just 3% for denim – and crops tops over push up bras, the same quest for comfort is being applied to the knicker drawer. “Over the past 20 years, we’ve seen a shift in the lingerie market when it comes to what women want,” says Heidi Zak, founder of comfortable lingerie brand, ThirdLove. “Women want [underwear] that’s not only beautiful but also fits perfectly and feels great throughout the day.”
Tommy John conducted research to identify the underwear issues that currently irk women the most, which include bunching, rolling and showing a visible panty line. And while the fact that 70% of women say they’d rather wear their comfy favourites than a new set may sound like bad news for underwear brands, the US underwear market is expected to grow by 2.2% annually between 2018 and 2021. Instead of lacy thongs and pretty French knickers, it’s gender-neutral pants and body-positive brands that women are choosing to wear under their clothes – something that Sloggi is also championing in its Zero Feel campaign.
Jo Allison is the editor at Canvas8, which specialises in behavioural insights and consumer research. Previously, she worked for retail trends consultancy GDR, where shopping was part of the job description. When she’s not getting her head around the quirks of human behaviour, she’s busy ‘researching’ the latest food or fitness fad.
