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top 5 underwear commercials

Making new models into household names and generating a whole lot of sales in the process, underwear ads are real proof that sex sells. Iconic underwear billboards have been known to cause traffic jams and road accidents (remember Travis Fimmel’s ‘bulge’ for Calvin Klein in 1994?) and today a new breed of raunchy commercials are causing a similar reaction via our TV sets and YouTube. Whether it’s burlesque dancers, oiled up sportsmen or well-endowed pop stars, we’ve rounded up our favourite underwear ads on screen.

Text Holly Swayne

  • 5. Matthew Terry for Calvin Klein

    Like Kate Moss and Brooke Shields before him, this Calvin Klein ad made 21-year-old model Matthew Terry a sex symbol overnight. Shot in the brand’s signature black and white style, it was debuted to millions of viewers at the 2013 Superbowl. 

  • 4. Dita von Teese for Wonderbra

    Eva Herzigová’s 1994 Hello Boys campaign was voted the most iconic advert of all time, and Wonderbra have continued to deliver clever campaigns ever since. This one sees Dita von Teese transform from mousy scientist to her usual Burlesque self after discovering the gene for 'sexiness'. 

  • 3. Flat liners for Paul Smith

    Director Sébastien Montaz-Rosset created something a little different to the hot model posing trope in his commercial for Paul Smith underwear. The ad sees two (still hot) flat liners carrying out death defying stunts like mountain climbing and tight rope walking, whilst wearing the brand’s boxers.

  • 2. David Beckham for H&M

    To promote his self-designed range of bodywear for H&M, Becks stripped down to his pants for a two minute commercial, directed by Guy Ritchie, which sees him ‘accidently’ loose his trousers.

  • 1. Kylie Minogue for Agent Provocateur

    Created specifically for cinema screens, the 2009 ad shows Kylie writhing around on a rodeo bull wearing nothing but her Agent Provocateur undies. Named the most successful celebrity viral campaign in the world, the ad has clocked up over 500 thousand views on YouTube to date.