They come and then they go, but they're back with a vengance. Director Wayne Holloway of UNCLE worked with The Richards Group to bring back the iconographic Fruit of the Loom guys in a new campaign that break on Monday this week. (Yesterday that is)

The hallmark of the campaign is a :60 country music spoof called "You Can't Over Love Your Underwear." Grown men in life-size fruit costumes (two grapes, an apple, and an appetizing raisin) belt out lines like "Daddy wears his T-shirt in the cold Kentucky rain, while a boy in pure white briefs looks out the window pane."

Country star Collin Raye, who has scored over 15 number one hits on the country music charts, good-humoredly lent his rich tenor to the title track.

Quotes the director, Wayne Holloway, "If you put a real person inside a silly suit, and direct them as a real person, the suit disappears and the genuine warmth and humor of the Fruit Guys comes shining through."