XYXX is taking a humorous route to challenge the stigma around men’s shapewear with a new episodic campaign created in collaboration with content studio 145 East.
The six-part comedy series draws on familiar behaviours among men who feel conscious about their bodies, from repeatedly pulling their shirts away from their stomachs to adjusting clothes and worrying about how they look on camera. By exaggerating these everyday quirks, the campaign aims to make conversations around men’s shapewear more approachable.
The first episode, ‘The Bangla Baddies’, has crossed 125,000 views since its release. The second, ‘The Shirt Puller’, centres on a man who repeatedly pulls his shirt away from his body in increasingly unnecessary situations, eventually introducing XYXX Sculpt Vest as the solution.
Petal Gangurde, Chief of Brand & Culture, XYXX, said, “We wanted to approach men’s shapewear without making it feel like a category men need to be embarrassed about or explain. The insight came from looking at real-life situations that bring out the most bizarre behaviour in men when they feel conscious about their bodies, and asking what happens when we simply turn that behaviour into comedy. With this series, we’re trying to destigmatise and demystify shapewear for men by making the conversation familiar first. If you can laugh at the behaviour, you can start talking about the category - and that is where adoption begins.”
The campaign is built around the idea of making the conversation approachable before making the product aspirational. Each episode will explore another recognisable male behaviour, with Sculpt Vest integrated into the narrative as an unexpected yet relevant answer.
The remaining four episodes of the six-part series will continue to explore men’s everyday insecurities and habits through exaggerated, comedy-led storytelling.
