Macho Underwear is Neither Macho Nor Underwear…Discuss

We love a well-shot men's underwear campaign as next as the next fag, but Spain's Macho Underwear needs to find an identity. Until then, at least they have sexy models.

Our friends at Queerty alerted us to this shoot that is part Crusades, part Asian vacation, part "300," and entirely odd. It's like the ad execs couldn't decide on one theme so they decided to throw them all together and see which ones stick. We give props to photog Andres Ramirez for getting some beautiful shots with some strange and cluttered art direction.

To make matters worse, the candy colored and sometimes see-through underwear itself isn't exactly what we'd call "macho," but then again having "slightly effeminate" on the waist bands probably wouldn't go over really well. Maybe this whole spread would work better if the boys took off their undies. Hmm?

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·Macho underwear (macho.com.es)