The campaign comprises two national spots, "you can't overlove your underwear" and "fashion channel", featuring characters known as the 'Fruit Guys' who star as executives of a fictitious TV network.
The 60-second "you can't overlove your underwear" execution is the centrepiece of the campaign and was directed by Wayne Holloway from production company Uncle.
In the ad, a plaintive country song is sang as a boy looks out of the window as his father runs inside from the rain.
The Fruit Guys, crew dressed in grape and raisin outfits, play the back-up band in the ad.
"Everyone contributed to make this campaign the best possible without egos getting in the way, which is how I like to work," said Holloway.
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