The problem with selling underwear to men is that most men really don’t care about their shorts. It’s not like it’s a problem to see some dude wearing underwear in an ad or anything, but most of us don’t look like underwear models, nor do we think buying the very same pair will make us into one.

But add sexy women to the mix—and not just sexy women, but naughty women—taking a long, hard draw from our piquant man panties? Success! I may not care if I have the rippling abs of a male model, but I would love for a nun to be enraptured by the smell of my jock.

The full ads themselves are right on the border of SFW-ness. If you work in Europe you’re probably fine, but if you work in one of those bullshit, uptight American offices where even a girl in a swimsuit is verboten, you’ll probably want to wait until you get home.

How to advertise men’s underwear? [IHaveAnIdea.org] (Thanks, Evan!)