Snickers were running an offshore TV ad ‘Get some nuts’ so we created a local campaign to challenge Kiwi blokes to 'Get some nuts' with Snickers. We created a pretend company called 'Lingerie 4 Men', a male lingerie brand that would require the name, face and body behind it to have some seriously huge nuts. We cast on the streets for Kiwi blokes of the right age and look but didn’t tell them anything about Snickers. One guy stood out and Mark Hathaway became our Lingerie 4 Men spokesman.

The campaign happened in 2 parts. The first stage was the launch of Lingerie 4 Men. The casting tapes for the upcoming commercial were deliberately leaked onto You Tube sparking public interest. Then the Lingerie 4 Men brand was launched with a website which featured Mark endorsing the lingerie and offered the public a sneak preview of our soon to be launched range. The infomercial was featured on the website and on You Tube and Mark’s name was plastered on posters and billboards all over the city. A week later we revealed what it was really all about. At this stage all of the media was changed out with the line ‘Mark Hathaway had the nuts to do this’.