A man wakes up with a handcuff on his wrist and lipstick smeared all over his face while a woman -- clad in panties and a t-shirt -- sleeps in the bed next to him in t-shirt maker Gildan Activewear's first Super Bowl ad.
And the guy really wants his t-shirt back.
That's the premise of the brand's first Super Bowl ad. What seems like a one-night stand may not go over well with conservatives.
Levelwing, which worked with Bridgestone for its Super Bowl 2012 campaign, has been busy trying to create a buzz for the ad through social media. The company released a 10-second teaser earlier this week, which it promoted with paid search advertising, YouTube promoted video campaigns and Twitter and Facebook advertising. This, however, is the first time the ad has been released in full.
What do you think of the ad and its deployment strategy? Let us know in the comments.