Men dressed up like fruits?

This Fruit of the Loom commercial was done by Richards Group out of their San Fransico office. I think that this is one of the most unique/bizzare advertising approaches that I've seen. I just don't know who would come up with the idea of singing grown men dressed in fruit costumes. I don't know whether I necessarily like or dislike these commercials I just see them as VERY random and slightly weird...