The copy reads “Men don’t want to look at naked men”. This can be developed for a different market altogether with something like “Men just want to look at naked men”. But I won’t go there. I really think this is a great strategy, absolutely effective push at “metro” market and will not put off the macho segment. The only thing that worries me is not all man buy their own underwear I think, but you can’t please everyone. A little edgy but I like that in an ad. Some say its just “mild soft core”; I say only in middle North America. Who shot this campaign?

• Advertising Agency: &Co, Denmark