It’s the year of the celebrity and demicelebrity endorsements of underwear brands. Taking their cue from the Bench Body formula of featuring actors and models, local underclothing marks are seeking out other unsigned celebs for their seals of approval. And sexy, racy photo shoots, of course. With the exception of Bench [they are too many!] and Folded and Hung [no one’s there yet, after Hideo], here’s a rundown of some boys in smallclothes –
Lately, we’ve seen the surge of the younger ones giving boost to local jockey brands. Ian Batherson [left] surprised everyone with his Sunjoy contract. Jason Abalos [center] went daring for Cotton Club after Aljur left for greener pastures a.k.a. Bench Body. Ahron Villena represented Walker, after Jericho Rosales and Alfred Vargas decided to go commando.
Pretty soon, charming actor Geoff Eigenmann will wear the Hanford briefs in billboards and commercial ads, like the Younghusband brothers before him, if only to up the ante for the brand he’s currently lending his name to. Geoff replaced Dingdong Dantes, when the latter started wearing size-under Bench Body jocks.
Model-actor Victor Basa, the one with the bee-stung lips, took over the reins from Akihiro Sato for Penshoppe’s Undercover line. The briefs are all conservative and cutesy, as compared to the raunchy designs of Penshoppe’s competitors.
Boyish model and occasional actor Brent Javier went from Bench Body to Nathaniel, the men’s underwear brand of Natasha, a successful direct-selling brand of clothes and accessories.
Model and bikini open veteran Raph Almeda shook some conservative sensibilities by donning a large plastic penis for Soda, another local underwear brand for teens. Sexy guy Johnron Tanada was the former endorser.
Chunky actor Carlos Agassi played coy promoting Guitar underwear, a a small brand since the 1960s with a niche position among schoolboys and in Manila’s Chinatown.
And, of course, who would forget the longest-signed endorser of underwear, 33-year-old model-actor Christian Vasquez for Baleno? Since 2002, this handsome hunk has been wearing Baleno briefs – including the outright amusing iBriefs, where the iPhones – but not the iPads -go.