Two decades ago, Calvin Klein demonstrated how far you have to go to make an impact in the underwear market. Images of astonishingly beautiful men in nothing but underwear has been done. A number of times now.
Also, when Saatchi & Saatchi was given TOOT to advertise, the brand came with a USP. TOOT designs men’s briefs to keep “things” in place.
Nobody wants to waste a USP. And S&S certainly hasn’t. Its ad, Best Position Experiment, is a montage of everything nasty a man can do to his junk – like hitting it with a fan, banging it on a bucking bronco machine…all to measure how well TOOT does “keep it all together”.
Supporting the video are transit station posters (worth a trip to Tokyo just to see these in situ, don’t you think) and a website filled with bonus film clips as outrageous as the video.
And if you thought that this was a one off walk on the wild side, here’s how Saatchi & Saatchi Fallon got women to pay attention to what Shark’s steam cleaner can do around the kitchen.
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