Tucking Confusion: UNTUCKit Releases First TV Campaign Launching The Original Untucked Shirt To UK Market
US Shirt retailer UNTUCKit, maker of perfectly fitted shirts designed to be untucked, launches their first UK TV Campaign. The campaign, created by 10 Days London, brings personality & light hearted fun to the serious & stale male shirt category.
Originally released January 2022 — Emphasising the confusing and unwritten rules about how to wear a shirt for an occasion, the campaign pokes fun at the indecisiveness men go through when faced with the question — to tuck or not to tuck.
In this playful campaign, the UNTUCKit presenter introduces us to a variety of men facing the dilemma of whether to tuck or untuck their shirts. He then describes a strange phenomenon, where the mens’ legs freeze and they simply topple over to comical effect. As one man lies on the floor, the presenter announces that UNTUCKit shirts will make “tucking confusion a thing of the past”.
Turned around in 10 days, the spot was co-directed by co-founder Jolyon White, and Owain Pennington; produced by co-founder George White; bespoke music by co-founder Dominic White; and stunning shots from DOP Felix Weidemann.
UNTUCKit was started because their founder couldn’t find shirts that looked good untucked. It’s a tough style to get right. That’s why they created the perfect untucked shirt. It has that just-right length, fits all shapes and sizes, and helps you look sharp — even at your most casual.
Jolyon White, Co-founder at 10 Days commented: “Indecision around whether to tuck or untuck is ridiculous, yet actually, a very real problem that thousands of men face every day. We wanted to puncture this moment and show UNTUCKit shirts can change this in a memorable, funny advert”
CREDITS
AGENCY: 10 Days London
CLIENT: UNTUCKit
CAMPAIGN: “Tucking Confusion”
PRODUCTION: 10 Days
CO-DIRECTORS: Jolyon White & Owain Pennington
DOP: Felix Wiedemann
SOUND & MUSIC: Dominic White / Paul Zanders
EDITOR: Owain Pennington
COLOURIST: Creep London
PRODUCER: George White
ASSISTANT PRODUCER: Molly Williams
RUNNER: Samuel Pilsworth
1st AC: Karl Hui
2nd AC: Nina Mangold
CAMERA TRAINEE: Salina Lemma Hailemariam
GAFFER: Matt Button
SPARK: Dave Allen / Nathan Sunderland
MAKE-UP/HAIR: Francesca Jordon
STYLIST: Annie Campbell
ACTORS: Jonathan Rhodes / Thomas Sharkey / Josh Harvey / Masaya Mimura / Marlon Kameka
CREATIVE DIRECTOR: Jolyon White
CREATIVES: Owain Pennington & Dominic White
STRATEGIST: George White
PRESS: Alex White
KIT SUPPLIERS: Movietech / Glo Film Lighting
More about UNTUCKit
UNTUCKit are an American apparel brand, who specialise in selling the perfect shirt designed to be worn untucked. Founded by Chris Riccobono and Aaron Sanandres in 2010, they have grown to over 80 stores across North America, Canada, and the UK.
