How A Gentleman Treats His Balls

SAXX, the premium underwear brand known for its patented Ballpark Pouch (a hammock-shaped compartment designed to cradle a man’s balls), has launched a new series of ads to build awareness for the brand in the US. The campaign, developed by creative AOR Quality Meats, is an evolution of the brand’s ongoing “How A Gentleman Treats His Balls” platform, launched by Quality Meats in 2022.

Four new ads encourage men to reconsider their choice in underwear, each comparing SAXX’s luxurious ball-comforting technology to “a roomy cozy seat in first class,” “a full-ride scholarship to a prestigious university with top-notch amenities,” “your own private ballroom,” and “a luxurious private jet with its own fancy cockpit.” They also feature a new “Gentlewoman,” the female campaign spokesperson who candidly addresses camera, and the SAXX-clad gentlemen around her, with nuggets of ballcare wisdom.

As the creator of the pouch underwear category with the patented BallPark Pouch™, SAXX has a fanatical customer base, evident by the fact that it sells 10 pairs of underwear each minute with a 93% customer repurchase intent. In fact, SAXX has outpaced the growth of the premium underwear market by three times since pre-pandemic and has successfully established its product as a household name by convincing men they deserve better underwear.

The campaign will run on CTV/streaming platforms as well as social and digital.