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# Ostrich-Like Undies Ads
The Miroslav Underwear Campaign Shows "Quality Best Appreciated Up Close"

By Meghan Young | Published 2012-05-26 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/miroslav-underwear-campaign
References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/05/miroslav-underwear-carriageworks-customs-club-shop/) & [mcsaatchi](http://www.mcsaatchi.com)

While some of the images featured in the Miroslav Underwear campaign may seem wildly inappropriate, each of them show just how irresistible this brand of skivvies really are. At first, people may assume that some very naughty behaviour is taking place. Then they might hypothesize that these humans have some kind of ostrich complex. But after reading the tag line, “Quality best appreciated up close," it becomes clear that they are simply admiring the make of the Miroslav Underwear by sticking their heads as close as possible to them.

The Miroslav Underwear campaign was conceived and executed by M&C Saatchi, an ad agency based in Australia. Art directed by Graham Johnson with creative direction by Ben Welsh and Oliver Devaris, the Miroslav Underwear campaign was hilariously photographed by Jamie McFadyen and retouched by Limehouse.

## Trend Insights (Trend Hunter)

- Score: 4.6/10
- Popularity: 55% | Activity: 74% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe, Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen)

## Key Themes

### Key Themes Behind This Trend

- **Provocative Advertising Campaigns:** Businesses can explore the use of controversial and attention-grabbing advertising campaigns to increase brand awareness.
- **Humorous Marketing Strategies:** Companies can implement lighthearted and amusing marketing strategies to engage and entertain customers.
- **Innovative Product Promotion:** Businesses can use creative product promotion techniques to showcase their quality and features to attract potential customers.

### Where This Applies

- **Fashion and Apparel:** The fashion and apparel industry can utilize provocative and humorous advertising campaigns to stand out in a competitive market.
- **Advertising and Public Relations:** Advertising and public relations firms can offer innovative and attention-grabbing marketing strategies to their clients to increase their brand visibility.
- **Photography and Retouching Services:** Photography and retouching companies can provide creative and humorous photo shoot services to meet the rising demand for unique and attention-grabbing advertising campaigns.

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