XYXX the men’s innerwear and lifestyle brand, has launched a six-episode micro comedy series
CE DESK 
XYXX, the men’s innerwear and lifestyle brand, has launched a six-episode micro comedy series that uses everyday situations and male body insecurities to introduce its Sculpt shapewear range. Conceptualised with content studio 145 East, the series turns familiar, often unspoken behaviours such as pulling shirts away from the stomach, adjusting clothes repeatedly, or worrying about appearances on camera into exaggerated comic moments.
The first episode, ‘The Bangla Baddies’, follows a man whose biggest concern after being kidnapped is not his safety but how he looks in the situation. The episode has crossed 125,000 views since its release, according to the brand.
The second episode, ‘The Shirt Puller’, centres on a man who repeatedly pulls his shirt away from his body at work, during arguments and in situations where there is no apparent reason to do so, using the behaviour to introduce XYXX Sculpt as the solution.
Petal Gangurde, Chief of Brand & Culture, XYXX, said, “We wanted to approach men’s shapewear without making it feel like a category men need to be embarrassed about or explain. The insight came from looking at real-life situations that bring out the most bizarre behaviour in men when they feel conscious about their bodies, and asking what happens when we simply turn that behaviour into comedy. With this series, we’re trying to destigmatise and demystify shapewear for men by making the conversation familiar first. If you can laugh at the behaviour, you can start talking about the category and that is where adoption begins.”
The remaining four episodes will explore other everyday behaviours and insecurities around appearance and clothing, with XYXX Sculpt featuring within the stories. The campaign positions the Sculpt Vest as an unexpected yet logical solution that helps men feel more comfortable in what they wear, without turning the narrative into a conventional product pitch.
By using wit and relatability over messaging centred on body shame, XYXX aims to pull men’s shapewear out of the shadows and normalise the category through humour and shared experience.
