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Campaign: Not Your Dad's Underwear

When it comes to men's underwear, there are the tighty-whities your dad wore, and then there's Gildan. 

Onion Labs positioned Gildan as the modern underwear for the modern man, showing guys trying out their dad's tighty-whities for themselves. In one video, guys strip down to wear their dad's underwear, comparing those ill-fitting tighty-whities to a poorly wrapped burrito around their "beans." Another video features a young man trying on his dad's underwear for 72 hours, only to start turning into his dad (i.e. he has a sudden irrational desire to go fly fishing). 

All the men in the videos agree: Gildan is the much more comfortable, stylish, and modern underwear for the modern guy. (No offense, dads.)