Brief encounter: Adventurists in Paul Smith underwear

08.10.2013 Advert : Tightrope : Tancrède Melet

London – In a short film marketing the latest collection of Paul Smith underwear, slackliners Antoine Moineville and Tancrède Melet tightrope walk in the Alps in nothing but stylish boxer briefs.

Slacklining is an exercise in balance that has become an extreme sport, with participants walking along a nylon rope often anchored high in the sky. For the video, Moineville and Melet performed feats of questionable sanity, while showcasing the line of underwear in a fun and funny way.

‘In a world full of things that are so predictable, the obvious root for promoting underwear would be for us to use a well-built guy and a classic shot that we’ve seen many times before,’ writes Smith in a blog post presenting the video. ‘But I was keen to do something that was different.’

Paul Smith’s approach appeals to adventure-seeking men. To learn more about how modern men are escaping from the pressures of urban living for the great outdoors, read our Man-venturism microtrend.

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