XYXX, a men's lifestyle brand, introduces 'History in Briefs'. This interactive series promotes their new Tactel innerwear. It reimagines historical figures as modern creators. Leonardo da Vinci and William Shakespeare feature in initial films. They humorously highlight the product's benefits. The series aims to engage audiences beyond traditional advertising. More historical figures like Newton and Einstein will be spotlighted.
XYXX, a men's lifestyle brand that specialises in innerwear,
loungewear and athleisure, has launched a new chapter in marketing with its
interactive content series, "History in Briefs."
The series creatively introduces the brand's new Tactel
innerwear line by reimagining legendary figures like Leonardo da Vinci and
William Shakespeare as modern-day social creators.
The series opens with a film featuring Leonardo da Vinci in
a contemporary "Get Ready With Me" (GRWM) style setup. Set on a
summer day in Florence as he prepares to paint the Mona Lisa, Da Vinci is seen
grappling with the heat. The narrative takes a humorous turn when he unveils a
package of XYXX's Tactel underwear, designed to keep him dry. With
characteristic genius, he quips, “Genius is one percent inspiration and
ninety-nine percent sweat but XYXX has just solved the ninety-nine percent,” connecting
his creativity to the product's moisture-wicking, 8x faster-drying technology.
The next film features William Shakespeare in a modern
podcast scenario. The Bard is asked to decode the mysteries of love, responding
with his trademark dramatic flair, wordplay and pauses. As the conversation
reaches its peak, he delivers an unexpected twist, suggesting that in both love
and life, the wisest choice is to stay ‘dry.’
"History in Briefs" is designed as an engaging
content series rather than a traditional campaign. Each film draws from popular
modern formats and adds a historical twist, allowing audiences to connect with
these iconic figures in playful and unexpected ways. The series will continue
to spotlight other geniuses like Newton and Einstein, integrating their unique
quirks into the XYXX universe.
By blurring the line between entertainment and marketing,
XYXX aims to break through the clutter of saturated digital platforms. This
storytelling approach is built to spark conversations, create lasting content
longevity and forge a stronger emotional connection with its core audience by
offering value beyond a simple product advertisement.
Petal Gangurde, chief of brand and culture- XYXX, said,
“With History in Briefs, we wanted to create more than just ads - it’s an
interactive content universe where history’s greatest minds are reimagined with
a modern twist. The series is cheeky, conversational and built on qualities men
identify with - exaggeration, humour and individuality. At the same time, it
seamlessly showcases XYXX’s innovation with Tactel underwear, engineered to dry
8x faster. It’s storytelling with a playful edge, designed to entertain first
while letting the product speak through the narrative.”
Watch the films here:
Shakespeare's Greatest Tragedy: An Uncomfortable Romeo | Tactel Underwear - History In Briefs
Da Vinci’s Secret Behind His Masterpieces | Tactel Underwear - History in Briefs
