SAXX is How A Gentleman Treats His Balls. It’s a brilliant brand platform for a premium underwear brand by Quality Meats that understands how precious those balls are to men. Quality Meats and SAXX have expanded the two-year-old platform with a gorgeously luxurious series of four commercials featuring an elegant Gentlewoman, who address the camera with nuggets of ball-care wisdom and lavish wordplays that tickle men’s aspirations.
The commercials compare SAXX’s ball-comforting technology to “a roomy cozy seat in first class,” “a full-ride scholarship to a prestigious university with top-notch amenities,” “your own private ballroom,” and “a luxurious private jet with its own fancy cockpit.”
“The goal is to make more guys, and those who love them, question their underwear habits, and realise that both they, and their balls, deserve better,” stated Shawna Olsten, VP brand marketing at SAXX.
As the creator of the pouch underwear category with the patented BallPark Pouch (Circana/Retail Tracking Services 2023), SAXX has a fanatical customer base, selling 10 pairs of underwear each minute with a 93% customer repurchase intent. In fact, SAXX has outpaced the growth of the premium underwear market by three times since pre-pandemicand has successfully established its product as a household name by convincing men they deserve better underwear.
The campaign is running on CTV and streaming platforms in the US as well as social and digital.
Credits:
Client: SAXX
Agency: Quality Meats
Chief Creative officers: 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
Director: Adam Moorman
DoP: Jon Hamblin
Post Production: SILENTFACE
Editor: Evan Cuttler Wattles
Sound Design & Mix: Tom Haigh
Colourist & Online Editor: Sarah London
