about the author

claymore Creative Director, copywriter and ad connoisseur that has been riding the wild surf of advertising in style, panache and grace for two decades.

Comments (4)

  • noahr's picture

    what the hell is that "fruit" on the right? the garnish of the loom?

    Aug 09, 2006
  • claymore's picture

    I asked them about that back in 2005. Here was their reply:
    It is our leaf character.
    Thank you for writing.

    Teresa *****
    Consumer Services
    Fruit of the Loom, Inc.
    Now I know a leaf ain't typically considered a fruit, but I guess that's if you go all literal on their asses. I guess the word "fruit" can also refer to yield, like in their name - Fruit of the Loom. If you look at their logo, I guess they had to choose between the leaf things or have a third grape-ish looking character - those gooseberries/currants. Legend has it that the leaves are actually fig leaves, which back in Adam'n'Eve-type times covered the same parts of the body that their underwear does today - but FOTL will only call them "leaves" whenever people inquire about it. (Some have also speculated that they were tobacco leaves.) I think they like to leave things a bit mysterious to keep folks like you and me thinking about their brand. Guess it's working!

    Aug 09, 2006
  • silver3's picture

    I work on this account.

    Ok, the leaf guy used to actually be a cluster of Boysenberries.

    Then FOTL decided maybe it was a little too similar to the grape

    cluster so they made him a yellow leafy "garnish".

    But then kids thought he looked like lasagna, so now he's green leaves.

    Aug 09, 2006
  • Dabitch's picture


    Thank you so much. I've been going mental thinking that I did indeed see boysenberries in the FOTL back in the early eighties, and now there's this leafy thing going on. Yeay!

    Aug 09, 2006