WhitesAndSmalls.co.uk
The creative guys at Whites and Smalls felt that comedy was essential to breaking down the embarrassment factor and encouraging more discussion on the “briefs or boxers” debate.
British YouTube comic, David Bass (aka DaveyBoyz) and http://www.WhitesAndSmalls.co.uk (a UK website retailer of designer men’s underwear) have teamed up to release what is hoped to be the first of many YouTube videos in an attempt to promote the underwear website that is undergoing rapid expansion - http://uk.youtube.com/
The viral, interactive nature of YouTube and the enormous community it has now generated make it the ideal platform for advertising and marketing, especially for fledgling e-commerce ventures with limited budgets. Creating a successful video that becomes viral is the goal, but you simply cannot ensure this will happen – after all, it’s the viewers who decide.
The short video, entitled ‘The Underwear Dance’ (or ‘Vance’s Underwear Dance’ on the Daveyboyz YouTube Channel) was released on New Year’s Day and filmed in December 2008; not the best time of year to be running around outside in just your ‘smalls’.
The viewer is immediately placed in suspense as the film commences with a chase scene. The fast-paced background music builds the mystery. Vance is running, and fast! But who, or what, is he running from?
Vance finds himself in a wooded area – is he now safe? Perhaps he should keep running to make sure he has definitely escaped danger. But then he suddenly realises he has an audience...and, he’s wearing his favourite underwear. He can’t miss out on this opportunity to show you his fabulous pants and demonstrate his immense skills in contemporary dance - can he?
Vance has taken his pride to the next level, but will the viewers do the same?
In its first two weeks on YouTube, the video has already been seen by more than 18,000 viewers worldwide, and received great comments from viewers.
“The whole process from seeking the right film-maker, commissioning the video, discussing potential ideas, branding the WhitesAndSmalls YouTube channel, and monitoring the reaction from viewer’s comments has been a whole new experience for me, but one that I will definitely be repeating in the next few months” said Neil Jackman, Director of Enzo Retail Ltd.
Whites And Smalls offer their customers a large range of designer underwear for men from some of the world’s leading brands, including Calvin Klein, Bjorn Borg, HOM, Zimmerli, 2(X)ist, Sloggi and many more.
The sales of men’s underwear have been experiencing a period of growth for some time, even in these tough economic times. The fashion for wearing low-slung jeans and exposing the waistband of the underwear has certainly contributed to this growth, as has David Beckham’s billboard advertisements for Armani.
The ‘new-look’
To view ‘The Underwear Dance’ video simply visit the Whites and Smalls YouTube channel: http://uk.youtube.com/
Press Contact:
Neil Jackman, WhitesAndSmalls.co.uk
e-mail: info@whitesandsmalls.com
Photo:
http://www.prlog.org/
