Underwear company Tommy John wants men to upgrade their briefs.
Their new ad makes a persuasive point by highlighting a double standard between men and women.
In the ad, titled, "The Naked Truth," a gorgeous model seductively strips.
But when she gets down to her underwear, they are tattered and dowdy.
Then, these words flash across the screen:
"Don't like what you see? Women have felt that way for years."
The company is highlighting the fact that while women put considerable effort into their underwear purchases, spending billions at companies like Victoria's Secret, men don't.
"I think it's unfair for women to be held to this standard if men aren't so we're calling it out directly in a video," founder Tom Patterson told Business Insider. "We also want to make sure that the first impression in your underwear is a memorable one for your partner."
Tommy John sells boxers, briefs, and boxer-briefs for men starting at $29.
Here's the full ad: