Copy: "Men dont want to look at naked men"
Ok, Sex sells (how original) so what? ;-) We still love to see these sort of ads :-) A sexy campaign for JBS men's underwear, divided in two parts actually...
The first one (and better in my opinion) is based on woman that love to wear mens underwear... By showing them doing mens activities, it uses the copy: "Men don't want to look at naked men". Is it the women feeling like men in these underwear? or is it that all men would like a buddy like this? ;-)
The second part is based on "Pantie sniffers", but again with woman in this role sniffing mens underwear (used i guess) :-/ a more daring one and a more sexy one ofcourse!
Client: JBS Mens Underwear
Agency: &Co, Copenhagen
Creative Director: Robert Cerkez / Thomas Hoffmann
Copywriter: Ole Caspersen / Thomas Fabricius
Art Director: Jesper Schmidt / Martin Storgaard / Sanne Frank / Tim Ustrup Madsen
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