ON: A better way to advertise mens underwear

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Creativity

ON: A better way to advertise mens underwear

By Joanna Peña-Bickley

September 3, 2007

1 min read

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.

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

Tagged: JBS · mens underwear

Comments

Mike Laurie

July 17, 2008 at 9:38 am

men don’t really buy underwear. most men will wear their underwear until it perishes.

Peter Fry

April 19, 2008 at 1:02 pm

My missus doesn’t look like them!
people are used to seeing good looking perfectly shaped bodies advertising like this.
I think it would have much more impact if if the bodies holding the y-fronts were unattractive…people would look, be put off, but brand awareness would be much better as people discuss how much a turn off the ad for XXXX y-fronts ad is