Some really nice storytelling here from Fruit of the Loom. Their 'lucky looms' are a great initiative to inject excitement into an everyday product, and create a buzz around it.

Now, they could have just made some limited edition 'lucky' underwear and left it at that. But this video really brings the product to life, showing it's more than just a pair of pants – a unique creation with real thought (and hopefully luck!) gone into it. It gives the brand a real personal touch by showing the hard work of these two guys, doing (it seems) everything they can to make the luckiest pants possible. And as 528 pairs of lucky underwear were sold in the first hour of the site going live (with the rest selling out pretty quickly), it seems it has worked.