The Brief:
Delta, Israel's leading comfy-wear brand, launched the RCC Machtonim line – underwear made with smart cotton that breathes and prevents sweat from getting trapped. This is indeed required in the warm humid Israeli weather. For the launch of the new line, we were asked to create a film that would emphasize the significant technological advantage of the product while maintaining the brand's sex appeal.
Delta, Israel's leading comfy-wear brand, launched the RCC Machtonim line – underwear made with smart cotton that breathes and prevents sweat from getting trapped. This is indeed required in the warm humid Israeli weather. For the launch of the new line, we were asked to create a film that would emphasize the significant technological advantage of the product while maintaining the brand's sex appeal.
The Solution:
In Hebrew, the common term used to address "man's private parts" is… eggs.
We decided to create a commercial that would use this analogy as the foundation of the spot. The ad features an attractive woman, cooking an egg in a hot, steamy kitchen for her man who's wearing Machtonim briefs. He is waiting, Sweaty & tense. After giving him the sizzling egg, she pulls out an old, powerful fan to cool off the steam. The man enjoys then the much needed wind.
Awards / Achievements:
New York Festivals - Finalist for Craft, at Cinematography category
Selected for Luerzer's Archive magazin (best advertising worldwide)
Selected and coverd with an interview at Shots magazin (best creative works from around the globe)
Selected for best TV ad of the week - by the international creative site: "BestadsOntv:com"
Israeli Effie Awards - Gold
