Men's Underwear Retailer Injects Humour into Promoting Their Pants on YouTube

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Generally, men are not particularly keen on discussing their underwear with their mates and so how does a "word of mouth" recommendation take place for a UK business selling men's underwear? The creative guys at Whites and Smalls felt that comedy was essential to breaking down the embarrassment factor and encouraging more discussion on the "briefs or boxers" debate.

British YouTube comic, David Bass (aka DaveyBoyz) and (a UK website retailer of designer men's underwear) have teamed up to release what is hoped to be the first of many YouTube videos in an attempt to promote the underwear website that is undergoing rapid expansion.

The short video, entitled 'The Underwear Dance' (or 'Vance's Underwear Dance' on the Daveyboyz YouTube Channel) was released on New Year's Day and filmed in December 2008; not the best time of year to be running around outside in just your 'smalls'.

The viewer is immediately placed in suspense as the film commences with a chase scene. The fast-paced background music builds the mystery. Vance is running, and fast! But who, or what, is he running from?

Vance finds himself in a wooded area - is he now safe? Perhaps he should keep running to make sure he has definitely escaped danger. But then he suddenly realises he has an audience...and, he's wearing his favourite underwear. He can't miss out on this opportunity to show you his fabulous pants and demonstrate his immense skills in contemporary dance - can he?

Vance has taken his pride to the next level, but will the viewers do the same?

In its first two weeks on YouTube, the video has already been seen by more than 18,000 viewers worldwide.

The 'new-look' Whites and Smalls website was launched in October 2008. Throughout 2009, further brands will be added to the site; and designer men's swimwear will be added alongside the existing underwear collection from leading brands.

To view 'The Underwear Dance' video simply visit the Whites and Smalls YouTube channel: . Those who subscribe to the channel will be amongst the first to hear of their future video releases.

Whites And Smalls offer their customers a large range of designer underwear for men from some of the world's leading brands, including Calvin Klein, Bjorn Borg, HOM, Zimmerli, 2(X)ist, Sloggi and many more.


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Neil Jackman

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