Coded!

(Men’s underwear alert! Premium grade, but still…)

Harry stumbled one day into the neighborhood
Force field and was 22-Coded, became
Hunky, a super-beast of enormous
Strength, intense
Sexuality, and a
Fabulous body, with the power to
Transform himself —

Split into two men,

(#1)

Mirror-clone himself,

(#2)

Zoom in to enlarge himself

(#3)

Plus, he got the Cruise of Death, the stare that
Makes men melt before him, serve his needs. The

Hot underwear was an
Unexpected bonus.

(#1 was yesterday’s Daily Jocks ad; #2 and #3 are from the Code 22 website. The company has stores in Amsterdam and in Tarragona, Spain. It boasts that its materials are all European and that its clothing is European-made; it even has a .eu e-address. Go EU!)

The ad copy from DJ is a distillation of the company’s own copy (I’ve boldfaced my favorite sentence):

CODE 22 is an expression of defining men’s underwear and sportswear design. It gives meaning to the words balance, confidence and masculinity. CODE 22 is a concept born from the spirit of innovation and created for men who are in need of minimal yet elegant creations.

I don’t know about balance and confidence, but the ads have masculinity in spades: the models look testosterone-crazed, with absurdly ripped bodies. (Not that those are bad things in an underwear model. Just not so good in a real guy.)

In any case, the p.r. copy for premium men’s underwear tends to be profoundly serious: elevated and sweeping, both grandiose and worshipful in tone. And therefore risible. I mean: funny as hell.