Underwear ad

700 singles in Switzerland signed up to participate in a Migros underwear ad, but this was no ordinary modeling gig. The 26 finalists who were chosen by the Swiss grocery chain stripped down to their skivvies in a campaign in hopes of scoring dates with other Swiss singles who might fancy them after seeing them in the ads.

The campaign was created by Agency the Spillmann/Felser/Leo Burnett agency in Zurich, Switzerland.