case study:
Oddballs
How the underwear brand built a record breaking christmas campaign using awkward cringe comedy.
In this volume
PROLOGUE
THE WINNING CONCEPT
THE VIDEOS
Prologue
OddBalls are one of the UK’s most beloved underwear brands, withover 300 designs and IP partnerships, including Star Wars, Spongebob Squarepants, and DC’s BatMan.
Despite a hugely talented in-house creative team, they relied on static image ads for performance, having hit a ceiling with paid video & UGC.
Head of Paid Media, Oddballs
the
Build an official OddBalls Christmas campaign that delights new and existing customers, while driving conversions.
Customers
Increase Brand
Engagement
the winning concept
Christmas campaigns are usually nausiatingly wholesome -
and kind of unrelatable.
Our ‘Awkward Family’ characters resonated with key OddBalls
demographic (Mums!) resulting in some of their highest
performing assets to date.
The Videos
The final results crushed ROAS goals,
& gained millions of views for OddBalls
Vintage Christmas aesthetics + tipsy dad + horny mum = a winning ad that sells loads of pants.
Santa in his underwear. What more do you need to know? Yes, this crushed.
If you think that an underwear advert revolving around a sexually transmitted deseise is a bit much,
then tell that to the millions of thousands of people who’ve watched it on TV, and loved it.
As Q3 of 2026 approaches, we’re launching with a ‘sporty’ inspired set of campaigns - in time for the
world cup!
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