The first campaign from creative agency HAYMAKER, for Pair of Thieves, the rebel basics brand with products ready for anything, invites customers to leave behind their dad’s kind of basic tighty-whities for a pair with more personality and innovation.
“Escape Basic” features the Pair of Thieves’ mascot, the bandit bear, who is on a mission to deliver Pair of Thieves underwear to as many people as possible while under hot pursuit from “big underwear.”
“The vast majority of people out there don’t know our name, even some who wear our products. But our bear bandit logo is more recognizable than all of our other brand elements combined,” said Alan Stuart, founder and executive creative director at Pair of Thieves. “This was our opportunity to make the bear famous, so we coined 2024 ‘The Year of the Bear.’ He symbolizes all we aim to be (as a brand, and as men). He’s strong, kind-hearted, agile, confident, cozy, and emotionally in tune. Oh, and he takes men’s junk comfort seriously.”
A 30-second spot, found here, sits at the center of the campaign. A rallying cry to escape the basic, it harnesses the rebel spirit that renders Pair of Thieves a category disruptor. In an homage to classic movie chase scenes, the acrobatic-parkoring-basketball-dunking-skateboarding-underwear-delivering bear parkours through parking garages, skates through city streets, and even hijacks a basketball game with a mindblowing dunk. Red Bull Art of Motion Champion Didi Alaou performs the most gravity defying stunts as the bandit bear, bringing a new story and edge to the brand’s beloved mascot.
Skate-inspired photography and clever copy expand the energy of the spot through print, digital, and out-of-home assets. The campaign also includes four 15- and six-second spots. “Escape Basic” launches on 3.22 across CTV, social, digital display, and OOH.
“Pair of Thieves being unapologetically themselves in this category immediately stood out to us. The brand is dedicated to doing things differently, to prioritizing quality, design, and, above all, fun,” said Jay Kamath, Founder and Chief Creative Officer at HAYMAKER. “The Pair of Thieves bear going on a benevolent, altruistic underwear rampage felt like the exact kind of fun to be had. We’re so stoked to be working with this brand and to put this first campaign from our partnership out into the world.”
TEAM CREDITS
Agency: HAYMAKER
Co-Founder and Chief Creative Officer: Jay Kamath
Co-Founder and Chief Strategy Officer: Matt Johnson
Head of Brand and Partner: Laura Hoffman
Executive Producer: John Keaney
Brand Director: Al Herrera
Creative Director: Thomas Kropp
Senior Art Director: Eric Trujillo
Producer: Dave Stekert
Client: PAIR OF THIEVES
Founder / Executive Creative Director: Alan Stewart
VP of Design: Damion Triplett
Director Of Brand And Creative: Tomi Lahdesmaki
Director Of Creative Services: Yolanda Lopez
Project Manager: Austen Montero
Production: STADIUM
Director: Samy Mosher
Director: Ryan Simpson
Executive Producer: Mike Bergin
Stadium Producer: Jasmine Holdsworth
Line Producer: Justin Trevino
Line Producer: John Rains
Asst. Production Supervisor: Nico Gutierrez
1st AD: Chad Adams
2nd AD: AJ Ledesma
DP: Jalaludin Trautmann
1st AC A Cam: Sam Pearcy
2nd AC/Media: Erin Mainwaring
VTR: Joe Thornton
Photographer: Mia Polcyn
