In a world dominated by mundane underwear, Pair of Thieves introduces “Escape Basic,” a daring campaign that challenges the status quo. At the heart of this rebellion is the brand’s iconic mascot, the bandit bear, embarking on a mission to liberate people from ordinary undergarments while evading the clutches of “big underwear.”
At the core of the campaign is a captivating 30-second spot, serving as a call to arms to break free from the ordinary. This adrenaline-fueled spectacle pays homage to classic movie chase scenes, featuring the bandit bear performing a series of gravity-defying stunts. Red Bull Art of Motion Champion Didi Alaou brings the bear to life with awe-inspiring parkour moves, skateboarding feats, and an epic basketball dunk, captivating audiences with the brand’s rebellious spirit.
Complementing the main spot are skate-inspired photography and witty copy, extending the campaign’s energy across various platforms, including print, digital, and out-of-home channels. Additionally, the campaign includes a series of shorter 15- and six-second spots, ensuring widespread visibility and engagement.
“Escape Basic” makes its debut on March 22nd, 2024, across connected TV, social media platforms, digital displays, and out-of-home advertising. This integrated campaign, crafted by ad agency Haymaker, marks Pair of Thieves’ bold foray into the fashion industry, disrupting norms and redefining the underwear experience for consumers.
With its rebellious narrative, exhilarating stunts, and skate-inspired style, “Escape Basic” embodies Pair of Thieves’ commitment to innovation and creativity. As the bandit bear leads the charge against mediocrity, Pair of Thieves invites consumers to join the movement and embrace a new era of underwear excellence.
