After launching the “How A Gentleman Treats His Balls” campaign in 2022, we’ve been working with SAXX to find culturally relevant opportunities to bring their POV to life. So when Walter White’s infamous tighty whities were put up for auction, they weren’t sold to a devoted Breaking Bad fan - but to an underwear brand that believes such an archaic undergarment has no place in modern, evolved society (for a whopping $32k). With press and social media debating why anyone would pay so much for old underwear (including Bryan Cranston himself on Late Night with Jimmy Fallon), we revealed the fate of the frayed, white briefs, with a film of them being blown to smithereens Breaking Bad-style on the hood of a Pontiac Aztek in the middle of the desert. Coinciding with Testicular Cancer Awareness Month, proceeds from all SAXX white briefs or boxers sold went to the Testicular Cancer Foundation. And the charred, shredded remains of the infamous undies were given to 25 lucky SAXX purchasers (for collecting, not wearing). The campaign received coverage across pop culture, movie and gaming communities, plus local news coverage across the country, capturing a total of 137.2MM impressions in under 48 hours.