TV Commercial
10 Years of UNTUCKit
Concepting, Scripting, Video
The ask
In late 2021, UNTUCKit still very much had a startup spirit. So it’s hard to even call this one an “ask” per se—more of a sudden need.
We on the UNTUCKit creative team are trying harder to take the reins on the messaging of the brand, so it came as a surprise when we found out that the marketing leads had contracted the fine folks at IKA Collective to create a TV commercial.
The initial concept they pushed felt a little… off-brand, perhaps, so I took it upon myself to reconcept the commercial.
The (new) concept
This commercial had to check a lot of boxes—direct-response-friendly, show the full assortment, call out the 10-year anniversary, use the founder Chris—but still make it distinct from the old UNTUCKit commercial that caused such a stir.
I concepted around visual devices similar to what I did with the EQX ONE app launch back in the day: dynamic, graphic popouts that call out the clothes. So it’d be, visually, a very similar commercial to the original, but with some extra spice.
You can see some (very loose, in Gslides) storyboards above. The whole idea was to mimic the original commercial that made everyone mad—but elevate it, just a little.
The execution
After the concept was locked, I worked on a fully fleshed out script with the guys at IKA, including both visuals, graphics, and voiceover.
Because there were so many boxes we needed to check, we ended up creating two versions.
Both commercials had Chris, but Version A had him talking about making the perfect shirt, and Version B had him showing off the full assortment of clothes on other models.
They’d be tested against each other.
The shoot
We shot the commercial in SoHo in October 2021… for a November, pre-Thanksgiving launch. So it was a tight, one-day shoot and tighter edit for IKA. We only had two rounds of feedback before we had to send it out.
But the guys at IKA were total pros, and (quickly) shot a beautiful commercial (well, two) that checked all of our boxes and looked fantastic. You can see the final result at the top of this page.
The result
According to our own VP of Marketing, the commercial is the second most successful UNTUCKit commercial of all time—after the original one. Pretty good for a one-month timeline!