Your Balls Deserve an Upgrade in SAXX Underwear Spots

SAXX, the premium underwear brand known for its patented Ballpark Pouch (a hammock-shaped compartment designed to cradle a man’s balls), has launched a new series of ads to build awareness for the brand in the US. The campaign, developed by creative AOR Quality Meats, is an evolution of the brand’s ongoing 'How A Gentleman Treats His Balls' platform, launched by Quality Meats in 2022.

Four new ads encourage men to reconsider their choice in underwear, each comparing SAXX’s luxurious ball-comforting technology to 'a roomy cosy seat in first class,' 'a full-ride scholarship to a prestigious university with top-notch amenities,' 'your own private ballroom,' and 'a luxurious private jet with its own fancy cockpit.' They also feature a new 'Gentlewoman,' the female campaign spokesperson who candidly addresses camera, and the SAXX-clad gentlemen around her, with nuggets of ball care wisdom.

“The goal is to make more guys – and those who love them – question their underwear habits, and realise that both they, and their balls, deserve better,” says Shawna Olsten, VP brand marketing at SAXX.

As the creator of the pouch underwear category with the patented BallPark Pouch, SAXX has a fanatical customer base, evident by the fact that it sells 10 pairs of underwear each minute with a 93% customer repurchase intent. In fact, SAXX has outpaced the growth of the premium underwear market by three times since pre-pandemic and has successfully established its product as a household name by convincing men they deserve better underwear.

The campaign will run on CTV/streaming platforms as well as social and digital.