I have always wondered why underwear brands advertised men's underwear using glistening tanned studs featuring perfectly shaped six packs and that nasty "I'm so damn hot" look on their face.  Was there some consumer research out there that says the key influencer who push the path to purchase are woman or gay men? (If there is I would love to see that data - as you know I am all about finding who really influences purchase.)

Dispelling that urban myth - Enter JBS, a company who accepts creative that may influence the guys who buy underwear.

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I assume this creative is for guys who are not interested in a campaign for real beauty.

ON: A better way to advertise mens underwear via @jpenabickley