Sex Sells

Nothing could be as boring as a man’s underwear. Unlike the feminine variety, men’s undies are considered a mere a basic requirement, without any frills or fancies. It’s a necessity which we’d like to do without occasionally, underneath a Barefoot sarong. Aaah... the joy of free-wheeling, aka air-conditioning the assets.

A pal of mine also mastered a clever(?) way to make them last longer between washes, by wearing them inside out. Thank god he doesn’t wear them from the head like the sarong.

As everything evolves, there has been a bit of excitement in this department too, up to the point where there are G-Strings for men. I guess the silks, laces, ribbons and bows would take a while – but I wouldn’t be surprised if they are already there with the gay marriages being legal et al.

From the traditional G-String (amudey) to the classic “luncket” with a buckle and a coin pocket in the ‘70’s, to the male-thong, the Paradise isle too has evolved; and now, we boys too could make a fashion statement in the bedroom, finally. But, we still don’t think of our undies are sexy; we still don’t call them “intimate apparels” and they are a far cry from the ones that the fairer-sex wears – not even close to their sexy little numbers that make us skip a beat...

Having said that, I didn’t think a men’s underwear ad could be exciting and sexy until I saw this campaign from a Danish Ad Agency for JBS. Titled “sniff” the 2007 Campaign comes from &Co, Copenhagen. Not surprisingly, their follow-up campaign in 2008 didn’t look this brilliant, except of course, for the sexy model who decorated the page.

Here’s the campaign for your entertainment. My advice, let your imagination take over: