Planet Propaganda Helps Duluth Trading Company Get ‘Buck Naked’ in Bar and Gym Bathrooms

It’s the perfect place to capture a man’s attention when you’re selling the most comfortable underwear there is.

Starting this week, men across the Midwest will be seeing ads promoting the “barely there” comfort of Duluth Trading Company’s Buck Naked underwear in the bathrooms of their favourite bars and gyms. Created by longtime agency of record Planet Propaganda, the campaign consists of in-stall posters, mirror clings, digital video and even urinal splash guards designed to target men when they are at their most bored and vulnerable, wrestling with their ball-squishing underwear and trying not to make eye contact. The ads provide handy tips on bathroom etiquette and dealing with uncomfortable undies in a world that frowns on public nudity, so men can “Feel Buck Naked” without the judgment. Or the butt splinters. Or getting kicked out of the bar. The campaign is slated to run through December in markets including Madison, Minneapolis, Detroit, Omaha, Indianapolis and Grand Rapids.

“At Duluth Trading, we’re always looking for new ways to cut through,” said Garth Weber, VP of brand and creative. “That’s why we’re excited to launch an entirely new marketing channel for us — men’s bathrooms! We believe our Buck Naked bathroom-only campaign will put smiles on faces and the world’s most comfortable underwear on butts. It’s an enjoyable reminder to gentlemen across the Midwest that every one of them deserves to go Buck Naked this holiday season."