Everyone remembers those classic black and white Calvin Klein ads from the 1990s that made men’s underwear sexy, and countless fashion brands have tried to replicate their success since then. Today’s ‘3 of a Kind’ looks are three approaches to marketing men’s underwear using outdoor advertising.
First up is a recent billboard for Calvin Klein which follows the tradition of using celebrities and their six-packs to promote their designer underwear in black and white photography. This example features Hamilton’s Anthony Ramos and the new star of the In the Heights movie and was snapped above L.A.’s La Cienega Boulevard in March 2021.
The second billboard example is for the launch of Michael Kors men’s underwear photographed in Times Square, New York City in November 2011 which featured models Cory Bond andValerie Avdeyeva. As the saying goes “Sex sells” and this billboard certainly embodies that approach.
The final billboard example from Culprit Underwear totally subverts the men’s underwear advertising genre by eschewing the usual buff fitness model as seen in the other ads in favor of a more life-like version of what their customer may look like (with Nick Antonyan as the confident model). This billboard using humor to really stand out and defy expectations was captured along West Hollywood’s Sunset Strip in September 2020.
For more great ad creatives and over 11 years of billboards filling L.A.’s skyline become a patron of Daily Billboard Blog and unlock more billboard ideas and a historical perspective.
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