TV Commercials 2020-2022
I was asked to refresh our Direct Response TV spots. In lieu of a brief I knew I wanted them to be sleeker, polished, less QVC looking. I wanted a softer creamy, filmic look, with natural light. In my initial meeting with the director I even used the term ‘Terrence Malick visuals on a Roger Corman budget’. I concepted a core, dual gender spot, and scripted a treatment with vignettes we could then reshape to target men, women, underwear and loungewear iterations. We knew that the music was going to be super important here, so I spent hours finding the right track that the director then shot to on set. These spots have been working hard for us for two years. (There are many multiple variations out there, but you’re busy you don’t need to see them all). The secret sauce is clarity, relatability and a dash of memorable humor.
Concept, Treatment + Scripts Will Morley
Co-conspirator Fawad Khan
Director Giovanni Messner
The Brand Cut
“Men can free willy faster and women, we keep your peach—peachy.”
The Daily Grind
“We believe the daily grind should only be in your coffee cup, not in your underwear.”
NB: One of the later ones I wrote, but my fave of the scripts. It has performed really well for us. There’s power in the repetition of ‘we believe” and the VO read is killer.
Loungewear
“This is Loungewear to swear-by, but the only four letter word we use is S-O-F-T.”
Women’s Intimates
“Tommy John knows comfort is a girl’s best friend”.
Value & Comfort
“Tommy John is for people who value themselves and their comfort.
From golfers to nurses, entrepreneurs to chefs—everyone is choosing Tommy John.
Our fabrics are lightweight, breathable, and insanely soft.
Our underwear never rides up, and our Stay-Put Waistbands stretch for the perfect fit.
Innovations like our Quick Draw® Fly, no VPL
And supportive bras, comfortably earned us 1000s of 5-star reviews...
...because, Tommy John knows how comfortable you wanna be.”
I thought it would be interesting to show the very first draft, how ambitious the initial vision was and compare it to what we realized.
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