Plastic fantastic

US – Plastique is more than a trend, it’s a revolution. Or so the latest fashion line from Frank La Rant would have you believe.

• Fruit of the Loom created Plastique billboards, lookbooks and a documentary featuring La Rant
• 'The campaign gives this long-time underwear maker the innovation and style cred they deserve' – agency CP+B

Except, of course it isn’t. Plastique isn’t real and neither is its egomaniacal founder La Rant. The campaign is in fact the latest spoof from retailer Fruit of the Loom, and there’s more than a hint of Zoolander in this comic interpretation of the cut-throat world of high fashion. The idea, from agency Crispin Porter + Bogusky, is built on another of the brand’s TV ads, in which men walk into a store wearing boxer shorts worn under see-through plastic trousers so that the level of ‘ride up’ can be tested.

The Big Picture: Consumers are increasingly immune to authenticity and to the transparent way in which they are marketed to. Give your campaign a sense of escapism and use our Faction Marketing macrotrend as inspiration for some larger-than-life stories.