The man is himself. Or is he?

Reliably fitting pants for the second time: ISA Bodywear's latest image campaign runs under the slogan "Women know what fits men". The Pinax agency for marketing and communication in Weinfelden shows female models in full-page advertisements wearing underwear that was actually cut for men. The message is tongue-in-cheek: 60 percent of all underwear for men is bought by their wives. It is true that campaigns for new products for the stronger sex usually argue with images and attributes that are as masculine as possible. It may be that women also instinctively like this. But at the POS, intellect is clearly the deciding factor. And this is served in the campaign for ISA with the clear realization that when it comes to men's fashion and especially their underwear, women do wear the pants. The subjects for men's underwear are therefore logically placed in advertisements in women's magazines. With success, as 1,000 pairs of test pants were sold out just two days after the advertisements appeared. pan