McDonald's help you camouflage your McFlurry from pesky thieves...plus 6 more absurd clothing range campaigns.

Creating absurd stunt clothing is often a way for brands to break category norms to stand out from their rivals. Distinct selling points that could be lost using traditional advertising can be magnified in a unique and memorable way if a clothing range is created to communicate a problem they can’t see. On the other hand, absurd fun clothing ranges can be just that. An amusing way to parody the increase in brand-clothing collaborations or a fun way to lean into an insight.

This is loosely the approach of TBWA\Paris who have designed a collection of T-shirts for McDonald’s Portugal that help you hide your McFlurry from pesky thieves who would brazenly pilfer a bite. This ties in with the campaign's tagline: “So good you’ll want to hide it”.

The striped pattern of the T-Shirts - which are exclusively available via the McDonald's app - perfectly blends in with the striped pattern on McFlurry cups. So, now you can strut your stuff and casually eat your McFlurry in peace.  

Here are 6 more equally (if not more) absurd brand apparel launches:

Sweat Stained Clothing | LGN | 2023

LGN, the Parisian fashion brand founded by Louis-Gabriel Nouchi in 2017, has pushed the boundaries of unusual designs. Their latest release includes t-shirts and crew neck jumpers featuring printed-on sweat stains, taking daring (ridiculous) fashion to a new level. The grey t-shirts exhibit prominent dark grey 'sweat rings' around the neck and armpits. Priced at a hefty £150, these items make a statement and the crew neck jumper costs even more at £280. Described as 'round neck sweatshirts with sweat stains printed on them' on the brand's website, they offer a regular fit with dropped shoulders, and ribbed edges, and are made of 100% cotton in Portugal. Care instructions advise gentle washing to avoid accidentally removing the paid-for sweat stains and having to create your own. Not sure I'm in the market for one myself, if I am honest!

TakeOutFit Clothing  | Postmates | Mother L.A | 2023

In celebration of the revered stoner holiday, Postmates introduced a unique merchandise item tailored to the couch-bound enthusiasts of their food delivery app. Dubbed the "Takeoutfit," this hoodie is designed with lap-dining utility in mind. It features a fold-down kanga pocket that securely attaches to heat-resistant thigh pads, forming a convenient tray for your warm delivery order. The hoodie also includes removable velcro sleeve patches serving as washable napkins, a sleeve pocket with a versatile eating utensil, and an additional pouch behind the kanga pocket for storing "flavor enhancements" like hot sauce or other herbal substances (hint: weed).  The idea for the Takeoutfit stemmed from the desire to be distinctive and provide standout in a cluttered market to its core 18-34-year-old audience; an audience that might just be open to an improved takeout couch experience!

Couchleisure by Ja Morant | Hulu | Big Family Table | 2022

Are you sick of celebrity endorsements? Hulu is too. They decided to spoof sponsorships by creating the Couchleisure collection, fictional clothing covered in ads for the Hulu streaming service. In the spot, basketball player Ja Morant doesn’t seem to mind being a sellout as he tells viewers that Hulu now has live TV from his giant branded yacht.

The Fall Collection | Burger King | BBH | 2021

Burger King unveiled their messiest burgers yet, the Gourmet Kings. To amp up the excitement and prevent accidental spills, BBH had a unique idea to promote them: what if customers wore the burger itself? Introducing The Fall Collection: exclusive shirts with patterns made of the same ingredients as the Gourmet Kings. These shirts cleverly camouflage any falling burger mess, seamlessly blending it in. In a groundbreaking collaboration with Yeezy designer Katie Eary, we created the world's first burger camo, allowing customers to indulge in sophistication while literally dripping with style!

Heinz Vintage Drip | Heinz Ketchup | 2022

And here's another campaign that featured a stains clothing range, although this lovely campaign from Heinz had more of an altruistic feel to it. Heinz joined forces with thredUP, an online thrifting platform, to curate an exclusive collection of 157 unique clothing pieces from renowned fashion brands. This collaboration aimed to extend the lifespan of used garments and transform Heinz-stained clothes into a fashionable statement. The campaign debuted just before New York Fashion Week, with influential partners integrating Heinz stains into their latest ensembles. Furthermore, all proceeds generated from the collection will be directed towards Rise Against Hunger, an organization dedicated to global hunger relief.

And finally, something a bit more gross...

Fe-Cal | Dettol | FCB New Zealand | 2019

In 2019, the laundry sanitiser market in New Zealand was valued at around $1.4m, with only two main players, Dettol Laundry Sanitiser and Canesten Hygiene. Despite being the market leader, Dettol aimed to expand its audience beyond its small but loyal user base and revitalize the stagnant category. Research revealed that consumers changed their washing behavior due to personal circumstances like starting to do their own laundry or experiencing significant life events such as having a baby. Dettol identified New Zealand mothers over 25 as the target demographic to drive category growth. They conducted their own research, finding traces of E. coli on 78% of clothes straight from the washing machine, highlighting the need for proper sanitization. Dettol partnered with influencers to launch a fake children's clothing line called Fe-Cál, featuring designer prints that were enlarged images of E. coli bacteria. The campaign successfully increased awareness of Dettol Laundry Sanitiser by 300%, and the brand's market share peaked at 70.3%, leading to overall category growth. The campaign earned 3.7 million impressions on social media and received coverage from various media outlets.