The New York Times reports that men’s underwear brands are trying to make their ads more approachable.
“We describe it this way,” said [2(x)ist designer Jason] Scarlatti, a winsome, precisely scruffy designer who also works part-time as a comedian. “We are going for something a little more statuesque, and a little less steroid-y.”
Mr. LaForce interjected, “We are giving the models an identity, so they are not just a piece of meat.”
“We are taking the focus off the crotch shots,” adds Vic Drabicky, a consultant for the brand.
1. This is an example of 2(x)ist’s “less steroid-y” marketing.
Not entirely bulge-free.
2. Another retailer, Mack Weldon, chose to shoot their product on a less buff model, who was encouraged to show off his playful, goofy side.
This “less conventionally attractive” model is Mike Sharits.
3. What a goofball.
4. So relatable, that Mike Sharits.
5. He doesn’t even KNOW if he’s hot or not.
6. He humbly caresses his toned-but-not-washboard abs.
7. And now — for very necessarily and important comparison purposes — here are what those less relatable manty ads used to look like.
Aloof and self-confident.
10. Presumably, marketing events like this will be a little squishier.
Hopefully not too much, though.
11. Other brands, like Calvin Klein, typically hire models with abs that resemble freshly baked challah bread.
14. And you simply cannot discuss men’s underwear marketing imagery without talking about David Beckham.
An ad for his H&M line.
19. So if you prefer unrelatable ads for boxer briefs (and why wouldn’t you?) don’t fret too much about the latest trends, because DSquared2 announced its forthcoming underwear line with this pic:
Which is about as relatable as a dude wearing a leather eyepatches as an everyday accessory. YAY!