Holeproof Underdaks ’Packed Lunch’ 1994

This highly successful TV campaign was one in a long series of amusing TVCs for the Australian men’s underwear brand ’Underdaks’ and was based around a theme that endured for almost 30 years: ’One day, you’re gonna get caught with your pants down’. Shot in 1994 for release in Australia & NZ for Pacific Dunlop’s ’Pacific Brands’, it was created by Simon Collins, co-founder and Creative Executive of Collins Gartrell, during his time at Campaign Palace, a groundbreaking Australian ad agency, when John Poulakakis was Managing Director and Randal Glennon in charge of Client Services. Temporarily banned from Australian TV after a later-dismissed complaint to the Advertising Standards Council made because of one of the taglines, ’He’s probably gay’, it was later featured in a number of overseas TV shows on amusing commercials from around the world. The two other taglines were: ’Nice luggage’ and ’One day, I’m going to get lucky’.