Bandit Bear Brings Personality to Underwear in Pair of Thieves Spot

HAYMAKER launches its first campaign for Pair of Thieves, the rebel basics brand with products ready for anything, inviting customers to leave behind their dad’s kind of basic tighty-whities for a pair with more personality and innovation. 

'Escape Basic' features the Pair of Thieves’ mascot, the bandit bear, who is on a mission to deliver Pair of Thieves underwear to as many people as possible while under hot pursuit from 'big underwear.' 

A 30-second spot, sits at the centre of the campaign. A rallying cry to escape the basic, it harnesses the rebel spirit that renders Pair of Thieves a category disruptor. In an homage to classic movie chase scenes, the acrobatic-parkoring-basketball-dunking-skateboarding-underwear-delivering bear parkours through parking garages, skates through city streets, and even hijacks a basketball game with a mind blowing dunk. Red Bull Art of Motion Champion Didi Alaou performs the most gravity defying stunts as the bandit bear, bringing a new story and edge to the brand’s beloved mascot. 

Skate-inspired photography and clever copy expand the energy of the spot through print, digital, and out-of-home assets. The campaign also includes four 15- and six-second spots. 'Escape Basic' launches on 3.22 across CTV, social, digital display, and OOH.

“The vast majority of people out there don’t know our name, even some who wear our products. But our bear bandit logo is more recognisable than all of our other brand elements combined,” said Alan Stuart, founder and executive creative director at Pair of Thieves. “This was our opportunity to make the bear famous, so we coined 2024 ‘The Year of the Bear.’ He symbolises all we aim to be (as a brand, and as men). He’s strong, kind-hearted, agile, confident, cosy, and emotionally in tune. Oh, and he takes men’s junk comfort seriously.” 

“Pair of Thieves being unapologetically themselves in this category immediately stood out to us. The brand is dedicated to doing things differently, to prioritising quality, design, and, above all, fun,” said Jay Kamath, founder and chief creative officer at HAYMAKER. “The Pair of Thieves bear going on a benevolent, altruistic underwear rampage felt like the exact kind of fun to be had. We’re so stoked to be working with this brand and to put this first campaign from our partnership out into the world.”