No, Man, She Doesn't Fondle Your Boxers While You're at Work

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JBS, which focuses on men's underwear, recently fell into the disfavor of Norwegian consumer association Forbrukerombudet, which determined its current run of ads are discriminating toward women.

Before the effort that got them in so much trouble (see left), JBS conducted a whole campaign in which women wore men's underwear, under the premise that dudes just don't like looking at other dudes.

Most of the imagery in the last campaign was pretty cute, and maybe woman-empowering in some weird way. More realistically, the spots probably brought the homefront to mind - at some point or another a girlfriend is likely to don her man's accoutrements. We just like doing that kind of stuff.

Seriously. Victoria's Secret made a killing on this!

But for all we know, JBS was drawing more femme customers than men, so it decided to up the sexual ante.

It's entirely likely that a man might decide to buy a pack of boxer-briefs if he's under the impression that his hot secretary, or even a nun, is going to lovingly hold them to her face in secret.

But damned if that's very realistic. If you ever hold a pair of underpants to your face, it better be your own, from off the floor, to check if they're dirty, because you're in college and are being oppressed by the coin-op laundry system.

Not that we're judging you if you like sniffing panties for any other reason.

Not to say that what JBS did was okay, but hey, at least they're thinking. Norwegian creatives looking to jump ship might want to consider employment at Hanes, which needs help with this whole being-an-appealing-underwear-company thing.

Nuacco has more images from both JBS campaigns.

UPDATE: Shedwa has kindly informed us of the existence of a TV spot. It's unbelievably grody.

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Comment by TJ on September 1, 2007 at 3:26pm: Are you kidding me?...I think EVERYONE has a set of nunchuks in their pants, thats what makes us exciting as the animals that we are.

V^^^V Woooooof!!

Comment by Angela Natividad on August 31, 2007 at 4:44pm: DEA drug dog route, and I don't need a gun, I keep nunchuks in my pants. This can be confusing for some people.

Comment by TJ on August 31, 2007 at 1:46pm: kidding...put the gun back in the purse.

Comment by TJ on August 31, 2007 at 1:45pm: Fourth Wall of Protection...sounds catchy. We could sell that somewhere.

So do you just walk right up and give them the ultra-friendly Labrador sniff...or do you just go ballistic and rage out on the DEA drug dog route?

Comment by Angela Natividad on August 31, 2007 at 1:28pm: Nobody's knocking that, Swafford. I smell everybody I meet before I even deign to talk to them. Some call it creepy. I call it the fourth wall of protection.

Comment by TJ on August 31, 2007 at 1:27pm: and don't go knocking the scent of being human...

Smell is one of the most powerful and misunderstood tools we have in manipulating how people think about us.

Comment by TJ on August 31, 2007 at 1:24pm: and there ya go...

Comment by Angela Natividad on August 31, 2007 at 1:20pm: I can't say I disagree, considering I have bought my fair share of non-Angela underpants.

Comment by TJ on August 31, 2007 at 1:16pm: well as a guy (looks into boxers for positive verification) I can barely notice the underwear in the spots at all...(killer nun shot BTW)

*makes the sign of the cross*

seems a bit overplayed with the smoking hot women...and the spots seem to make it more about the GUY in the shorts...then the shorts at all. I also hate to admit it...but I didn't take my eyes off of the girls...(dirty-minded 7 year old face)

I hate to admit it but there is NOTHING wrong with guys looking at other guys. I'm presently a photography student and I had to get over that "weirdness" about looking artistically at another man...seeing the absolute beauty in the conviction of muscle and the linear energy from eyes that spend 6 hours a day in a gym, honing that body. I love the human body and all the landscapes it presents. I think they could have easily made the transition to the WOMAN's point of view towards a man in his environment...say playing pool...or at the races...or in the huddle...or doing the waltz...or out hunting cape buffalo...with that ONE special guy, standing out in the crowd of other guys...in his underwear.

Honestly...guys don't give a lot of time effort and thought to what they are wearing underneath...the WOMEN do...

Women do the buying for most guys in that department.