SAXX, the premium underwear brand, is all about class and refinement when it comes to ballcare. Now, with agency Quality Meats, the brand has released a handful of new spots that weave elaborate word tapestries into ornate metaphors for comfort.

SAXX’s “Gentlewoman” character, last seen hawking testicle-shaped jewelry in a Valentine’s Day campaign, offers aviation and academia metaphors, among others, to impress upon the viewer just how category-defying the brand’s patented BallPark Pouch is.

“The goal is to make more guys—and those who love them—question their underwear habits, and realize that both they, and their balls, deserve better,” says Shawna Olsten, VP of brand marketing at SAXX.

SAXX said it has outpaced the growth of the premium underwear market by three times since before the pandemic and has 93% customer repurchase intent.

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