Pain is no joke, but pain inflicted on private parts is a hilarious tradition. Duluth Trading Company carries on the mantle with an animated gauntlet of torture devices to illustrate just how bad uncomfortable underwear can feel, an ode to 10 years of putting their long-suffering mascot through the wringer for the Buck Naked underwear line.

With the rise of luxury underwear brands like Tommy John, Uniqlo’s Airism and MeUndies that tout features like microfiber tech, wicking and all-day support, the spot from agency of record Planet Propaganda is a good reminder that a classic fit and message still work for most men (and the boys).

A previous spot for the brand aimed at its women customers take a more straightforward approach.