As the world begins to be flooded with the same-same (often cheesy) Valentine’s Day ads, a provocative new campaign has also launched. Agency, Quality Meats, is elevating the men’s gift fave, underwear, to sky-high levels with its upside-down heart necklace (that happens to look like two testicles) for SAXX Underwear. The idea is that you buy SAXX Underwear for your lover – in a bundle with matching lingerie underwear for you from partner, Hanky Panky – and the upside-down heart necklace comes with, as your gift to yourself.
The campaign even does good (as well as rewarding the giver). The necklace, that features a 1 carat pair of natural round-cut diamonds in 14k gold, is a US $5,000 piece of jewellery with proceeds going to the Testicular Cancer Foundation.
“We wanted to offer something special to those who offer their gentleman’s balls a little something special,” stated Shawna Olsten, VP brand marketing at SAXX. “And what better reward for valuing ball care than a luxurious diamond necklace in the shape of a heart that happens to be upside down?”
The Upside Down Heart Pendant, along with a matching set of SAXX and Hanky Panky underwear, is available for purchase at SAXX.com for US$5,000 with all proceeds donated to the Testicular Cancer Foundation.
Credits:
Client: SAXX
Agency: Quality Meats
Co-Founders & Co-CCOs: Brian Siedband & Gordy Sang
Creative Directors: Jamie Stark & Maxx Delaney
Head of Production: Autumn Childress
Executive Producer: Cate McManus
Group Account Director: Celeste Toffanello
Account Supervisor: Meredith Metzl
Production Company: BMP
Owner & Executive Producer: Ben Mahoney
Line Producer: CJ Richter
Director: Adam Moorman
DoP: Jon Hamblin
Post Production: SILENTFACE
Editor: Evan Cutler Wattles
Sound Design & Mix: Tom Haigh
Colourist & Online Editor: Sarah London
