Advertising: Terrifying, death-defying underwear advert for Paul Smith

Posted by Liv Siddall,

Just when you thought Paul Smith couldn’t get any cooler, here’s the new advert promoting his A/W 13 underwear collection. Just having hunky but kindly men flaunting their crotch at a camera clearly wasn’t enough for director Sébastien Montaz-Rosset, and so off they went to the mountains with two (still hunky) flat liners, Antoine Moineville and Tancrède Melet.

Like any death-defying heights shots and footage of tightrope walkers, this ad made me watch it through my fingers, peeping out only to witness the truly touching (if not, perhaps unintentionally, slightly homo-erotic) relationship between these two incredible men. This ad sells underwear so well that even I’m now saving up for a pair of those boxers if it means I can be anywhere as cool as those guys.

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    Sébastien Montaz-Rosset: Paul Smith Underwear A/W 13 featuring Antoine Moineville and Tancrède Melet.

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    Sébastien Montaz-Rosset: Paul Smith Underwear A/W 13 featuring Antoine Moineville and Tancrède Melet.

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    Sébastien Montaz-Rosset: Paul Smith Underwear A/W 13 featuring Antoine Moineville and Tancrède Melet.

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    Sébastien Montaz-Rosset: Paul Smith Underwear A/W 13 featuring Antoine Moineville and Tancrède Melet.

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    Sébastien Montaz-Rosset: Paul Smith Underwear A/W 13 featuring Antoine Moineville and Tancrède Melet.

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    Sébastien Montaz-Rosset: Paul Smith Underwear A/W 13 featuring Antoine Moineville and Tancrède Melet.

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Posted by Liv Siddall

Liv joined It’s Nice That as an intern in 2011 and is now one of our editors. She oversees itsnicethat.com and has a particular interest in illustration, photography and music videos. She also runs our London listings site This At There, and is a regular on our Studio Audience podcast.