What if men were judged for visible vest lines the way women have often been judged for visible bra straps? That’s the question at the heart of XYXX’s campaign, ‘My Eyes Are Up Here’ – a role-reversal film created in collaboration with content creator Vir Saini. Since its launch, the campaign has garnered over 5 million organic views, 100K+ engagement and thousands of comments within 48 hours of launch, for its social observation and storytelling.

The film imagines a world where men’s vests attract the same kind of attention, commentary and unsolicited opinions that women have experienced around visible bra straps. Through a series of slice-of-life moments, the campaign flips the script to reveal how social norms become so commonplace that we rarely stop to question them.

Using humour as its storytelling device, the film lets the role reversal do the talking instead of telling audiences what to think. The result is a film that is entertaining, relatable, and thought-provoking. Comments have ranged from “Now the boys know how it feels” to “Uno reverse card, but make it social commentary,” with viewers praising the film for being witty, relatable, and thought-provoking. Many highlighted how the campaign managed to spark reflection without being preachy, while others applauded XYXX for turning an everyday wardrobe essential into a cultural talking point. The wave of shares, debates, and tag-a-friend moments has further reinforced the campaign’s resonance with audiences across demographics.

Petal Gangurde, Chief of Brand and Culture, XYXX said, “The best consumer insights are often hiding in plain sight. While working on our Invisible Vest, we realised that many men had never really thought about visible vest lines in the first place. That observation opened the door to a much larger conversation.

“With My Eyes Are Up Here, we wanted to explore that idea through humour and storytelling while introducing a product designed to make everyday dressing feel more effortless,” Gangurde said. Vir Saini said, “What drew me to this film was how effortlessly it holds up a mirror to everyday behavior. It’s not loud or preachy – it’s honest, slightly uncomfortable, and very real. I think people will see parts of their own world in it, just from a completely new perspective.”

The campaign closes with the line, “My eyes are up here,” a sign-off that captures the spirit of the film -confident, self-aware, and impossible to ignore.