In the glare of forges, sweaty torsos, and rippling muscles... that’s how one Belorussian company makes women’s underwear, at least if its latest ad is to be believed.
A new sexy, viral advert released ahead of International Women’s day shows half-naked guys making lingerie, from hand-forging bra hooks to crash-testing lacy panties. With almost half a million views, barely anyone is complaining.
One might expect that such an ironic advertisement coming from a family-focused brand like Mark Formell would have sparked more debate on “objectivization,” but Russian-speaking internet users don’t seem to be bothered. In fact, quite the contrary – they have left hundreds of positive comments on Instagram and YouTube.
“Thank you for this video! After a meeting that lasted half-a-day and did my head in, to see something like this… I feel like celebrating 8th of March and to remembering that I’m a woman, not a robot,” one delighted comment on YouTube goes.
The brand, which was founded in 2009, is a leader on the Belorussian market and has a significant social media outreach program targeting a youthful audience.
Instagram user mari_hurricane reacted to the video:
“This is really something. Well done! Makes me want to buy some undies.”
Although most of the comments came from women, some men joined in the mostly light-hearted debate, pointing out how they don’t feel objectified in the slightest.
To be fair, not everyone is amused.
“I don’t understand your policy?! I thought Mark Formelle was something cozy, homey. And here you make everything look ambiguous. It’s vulgar,” kristina_koleda complained on Instagram.
This reaction was not to be unexpected, as the company’s Instagram account is predominantly family-friendly.
Russia and former Soviet states traditionally celebrate International Women’s Day on the 8th of March, which is an official day-off-work holiday, when women expect presents and attention.
Watch the full video:
After the video went viral, the company decided to schedule a follow-up photo shoot for March 8 with the stars of the hit ad.
A photo set copying the one featured in the video will be built in a popular shopping mall in Minsk, and anyone can take part. The organizers just warn participants against getting too excited, as everything will be documented on video.