Monday, June 15, 2009

Italian National Swim Team for Dolce & Gabbana Intimo Underwear '09

This is the new Summer '09 ad campaign for Dolce & Gabbana's Intimo underwear featuring the Italian National Swim Team, shot by Mariano Vivanco. The use of professional male athletes for underwear ad campaigns continues and it is interesting to see underwear fashion aesthetics being redefined by real hyper-masculine jocks, rather than by artificial pretty-boy models. These images and this ad campaign definitely speak to their target consumers and I have no doubt that many pairs of D&G Intimo underwear will be sold as a result of the impressions impacted by this ad campaign. Sexy athletic Italian nationalism used as an effective marketing strategy to sell underwear - clever.


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