Men in underwear aren’t just in underwear ads anymore

With the exception of some screaming chickens and a lame fiddling beaver, it seemed like every commercial during the second half of the Super Bowl focused on white men in their underwear.  What demo does this attract, exactly?

I just don’t get who these companies are trying to reach. ESPN shares my curiosity.

The Dockers ad…okay, that makes a little sense. They want to sell pants. I guess this one was a jab at the middle-aged men who are currently underemployed because of the recession? Then Coke has a boxer-clad man bumping into elephants in the Delta. Just who are you appealing to with all this winter-white flesh?

I’m not even going to get into the Dove for Men commercials or that the Dodge Charger being the last gasp of manhood in a world apparently run by women. (Slate does in a rundown of the best and worst Super Bowl commercials.) 

One interesting opinion – although not exactly based on industry research – came from one of my Super party guests.  To paraphrase her analysis, she suggested these ads came from agencies that are currently staffed by insecure 30-year-old men who aren’t sure who wears the pants in the family.

What is your take?

One Response to “Men in underwear aren’t just in underwear ads anymore”

  1. Emily says:

    I think it takes a lot more to make me want to 1)remember your commercial, 2)remember what it was for, and finally 3) buy your product.
    Take the 2 Rules-Doritos commercial, for instance. It was funny and cute- but it also made it very clear what the commercial was for and the inference that they (Doritos) MUST be good in order for the kid to be so protective of them, as he is of his mama.

    Without your list above- there were so many underpants commercials that I can’t tell you which was which and for what- so many of them seemed either insulting to men overall, or insulting to women in that we control every aspect (other than their car choice, apparently).

    I like to laugh at a good commercial as much as the next person- but if a company is shelling out SuperBowl Spot bucks- shouldn’t it also still do a GREAT job of promoting the product, even if its a long-time friend of the SB ads (i.e. Budweiser, Coke, etc)?

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