Honestly, someone needs to explain this ad to me - perhaps the Denver Egotist folks can help - is this poster trying to say "conserve water, don't wash your undies"? If so, why are the hearts getting paler for each day of wear?

Sukle Advertising and Design , Denver, Colorado - the guys behind the fantastic looking total beverages total rehaul - created this. Kudos to the team;

Sukle Advertising and Design Mike Sukle : Creative Director Jim Glynn : Copywriter Andy Dutlinger & Jeff Euteneuer : Art Director

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (10)

  • deeped's picture

    Well I don't get it. They would rather be more... ehrm... colorful... but in another color say...

    Sep 01, 2008
  • stacyhall's picture

    Same here. I'd take lots and lots of washing to fade 'em out - not just wearing them. Count me mystified.

    Sep 01, 2008
  • TDD's picture

    Using more water than you "need" to wash your clothes makes your clothes fade?

    Sep 02, 2008
  • Neaner's picture

    Yeah that's what I was thinking too, someone is washing their shorts ten times a day.

    Sep 02, 2008
  • bomeggies's picture

    If you look closely, the guy is wearing the same shorts. On Monday, the boxers are on like you'd normally wear boxers. Tuesday, the boxers are backwards. Wednesday, they're inside-out, but they're on correctly. Thursday, they're inside-out, but on backwards. So the guy is USING ONLY WHAT HE NEEDS!

    Sep 02, 2008
  • Randypants's picture

    So, here's the deal: those underpants are being worn regular the first day, then backwards the second day, then inside out and frontwards the third day, then inside out and reverse the last day (the 'faded' is really the inside out action). It's just saying conserve water, wear your stuff more and wash it less - much to the chagrin of your spouse.

    Sep 02, 2008
  • Dabitch's picture

    OH! Well yeah, in the enlarged image I can now see that they're backwards. I missed that on first viewing.

    Plus, you two guys need to buy each other coke's or something now - you posted that practically at the same time. :))

    Sep 02, 2008
  • Neaner's picture

    Now I feel rather silly for not spotting that.

    Sep 02, 2008
  • caffeinegoddess's picture

    If you didn't spot it on a webpage - imagine if you'd spot it going 60mph on the highway. ;)

    Sep 02, 2008
  • Yvette Dobosz's picture
    Yvette Dobosz (not verified)

    This is gross D:
    Who the hell wears the same underwear for a week....grosssss

    Sep 09, 2011

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