Madison Avenue decides ripped male underwear models are so yesterday

Video here.

The New York Times eavesdrops on a conference hashing over the latest ad campaign for 2(x)ist, a fashion-forward underwear brand:

• “We are going for something a little more statuesque, and a little less steroid-y.”
• “We are giving the models an identity, so they are not just a piece of meat.”
• “We are taking the focus off the crotch shots.”
• It should be emphasized, right up front, that 2(x)ist is a company that has long held a strict “no stuffing” policy when it comes to advertisements.