Copyranter calls this the best underwear ad ever, and I have to agree. Pure genius!
Agency: BETC Paris.
UPDATE: Bebravelive submitted the following comment: "Funny ad and I get it as it is, but can you reveal to me its “real” meaning or in-depth connection (if any)? Thank you."
Well, to quote Copyranter, “It makes no sense! I know! Who cares! It’s fucking underwear. I am left with a positive, tasty feeling about the brand. Aren’t you tired of staring at David Beckham’s balls and anonymous 2(x)ist waxed wankers? I AM SOLD, le slip Français.”
I suppose if we wanted to be literal, we could say that the brand makes magical things happen, but that’s reading way too much into it. The spot is nonsensical, and that, I think, is the point. I’m guessing the brief had something about targeting hip guys who don’t take life or themselves too seriously.