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Advertising creativity that’s all pants

Many people say that advertising creativity is all pants these days. Top Buenos Aires hotshop Del Campo Nazca Saatchi couldn’t agree more, as it demonstrates in this painfully funny hommage to unsexy male underwear – in the service of air conditioning client BGH. The girl’s face is a treat:

My thanks to Stephen Foster at MAA for that one. But here’s another commercial with a not dissimilar theme that came my way recently, entitled “Mouse”, from Topdanmark Insurance. It gives new meaning to ‘catnip’:

Could underpants be the new brief in advertising?

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