Male underwear models are nice to look at and everything, but most guys aren't walking around in a continuous state of "photoshoot ready." American Eagle is getting their Dove Real Women on with a new line of underwear celebrating healthy male body image, #aerieman.
Bearing the tagline, "The real you is beautiful," the campaign is part of a recent shift in marketing towards men that favors more diverse images of masculinity, as seen in Axe's "Find Your Magic" commercial or IMG's new plus-sized male model division.
#Aerieman introduces four men who embody their philosophy in a couple of videos that are, well, weird AF.
Straddling a precarious line between earnest and whimsical, you might just end up feeling a little "what the hell was that?" about it.
For instance, Kelvin and Doug are adorable:
"I think a lot of people don't like the airbrushing and Photoshopping and they enjoy to see what's real," Doug says. "It feels kind of empowering to know my flaws are going to be embraced."
Meanwhile, Devon's apparently high as a kite, as this lingering close-up of his bouncing bulge indicates, so thumbs up to that:
But, Male Model Matt, what's going on, chief?
Who are you pointing at?
Well, it's all very cheeky and a refreshing departure from the Pietro Bosellis of the world. Meet the #Aeriemen in the campaign videos below: