As a sometime ad guy I have a passion for advertising which gets things right without trying. For all the time spent trying to be clever, being able to say something blindingly obvious, true, and previously unsaid, almost always makes you rich.
JBS Underwear have worked out that men,even if those men are being sold underwear, prefer looking at women than men. For example, much as I respect the acting talents of Djimon Hounsou, I’d rather not have to examine his nuggets when shopping for Calvin Klein undercrackers. Pushing this idea to its logical, and ridiculous, extreme has produced a series of ads which are sexy, effective and memorable.
I’m not sure if women ever spend time sniffing lovingly at skids but the idea has a certain rustic appeal. This is obviously aided by images of perfect women dressed as fetish dolls and barely clothed. All evidence of yet more creative genius.
By way of contrast, and to prove the point, take a look at this comparison of photo-shoots on ‘Officially best blog on the planet’ English-Russia. I think the version featuring womens win it by a nose. Or something.