GM’s Opel arm wants to save male crotches one man at a time, but something tells us that this ad campaign from Opel Denmark won’t exactly resonate to all Americans the same way it does with Europeans.
What is about? To put it delicately, it associates low testosterone levels among men with tight pants and underwear, proposing a type of undies named ‘Ride Comfortably’ with special emphasis on “design, ventilation, and selection of materials”.
If you didn’t get it, it’s a metaphor that (also) plays with the assumption that some men compensate for tiny penises with (expensive) sports cars, and it was created to promote the Danish launch of the new Astra Sports Tourer, which is Opel-talk for station wagons.
“A past study by a Danish hospital indicates that today, Danish men have seemingly less of the male sex hormone than they had fifty years ago,” says Opel Denmark. “Unfortunately, the declining level of testosterone can result in lower desire for sex and lower confidence. This has caught Opel Denmark’s interest, since they know that it takes a lot of man to buy his first station wagon – e.g. the Astra Sports Tourer, which Opel launched earlier this year.”
It might sound a bit off at first, but in a twisted kind of way, the racy campaign ends up making sense; foregoing fashion trends and fads, and focusing on your true needs and wants by riding in something airier, comfortable and practical – be that undies or estates, actually boosts /proves your manhood.
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