Jo Boxer sings about arriving on Aussie shores

29 September 2015

Advertiser: Best & Less

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International underwear brand Joe Boxer is coming to Best&Less and it's partnered with We Are Social to make sure there's a song and dance about it.

Founded in America in 1985 and boasting 90% brand awareness in the US, Joe Boxer undies are cheeky, irreverent and fun for the whole family.

We Are Social has dialled up the brand’s playful side - personifying the underwear as a typical American family, on tour Down Under, discovering everyday Australiana references as they become acclimatised to their new life.

Following an initial family briefing, the family takes a trip to the beach, a spin on a Hills-Hoist and camps in the outback, in a series of bright, cheerful videos that aims to make a bold impact in the newsfeeds of Australian consumers when they roll out today.

“Best&Less the much loved Australian retailer is known to many as the home of underwear, with a great and affordable range for the whole family. We are excited to add to this range the family fun brand Joe Boxer. We know our customers love to express themselves through their underwear and the cheeky and happy attitude of this brand is sure to appeal to our fun-loving customers” said: Sarena Campbell, head of merchandise for Best&Less.

Each video will feature on the Best&Less Facebook page, as well as on the website and YouTube.

Suzie Shaw, managing director for We Are Social said: “It’s been great working with Best&Less on such a fun brand launch. The cheeky personality of Joe Boxer lends itself to social content that we believe will really appeal to the fun-loving Australian audience.”

See the other videos in the series below:

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