Contained Cheek

This delightfully silly commercial from Canadian hardware store Canac addresses one of the enduring scourges of plumbers' lives - namely, the appearance of the dreaded crack. Rather than simply abandon its customers to the indignity of having half their bum exposed by ill-fitting jeans, the brand have come up with an ingenious extra flap of denim to preserve their dignity.

It's an irreverent premise which is playfully executed here, as a series of burly blokes model the garment and demonstrate its efficacy in protecting their modesty. Gone are the days of social media shaming about errant cheek flashes, the film claims, as tradespeople can now be appreciated for their hard work alone. It's fun work, and is bound to spark light-hearted laughs in viewers both in and outside of the plumbing industry.

Product Category: DIY Retailers

Territory: Canada

Contained Cheek

by Syd Briscoe

This delightfully silly commercial from Canadian hardware store Canac addresses one of the enduring scourges of plumbers' lives - namely, the appearance of the dreaded crack. Rather than simply abandon its customers to the indignity of having half their bum exposed by ill-fitting jeans, the brand have come up with an ingenious extra flap of denim to preserve their dignity.

It's an irreverent premise which is playfully executed here, as a series of burly blokes model the garment and demonstrate its efficacy in protecting their modesty. Gone are the days of social media shaming about errant cheek flashes, the film claims, as tradespeople can now be appreciated for their hard work alone. It's fun work, and is bound to spark light-hearted laughs in viewers both in and outside of the plumbing industry.

Product Category: DIY Retailers

Territory: Canada