Xyxx has rolled out a campaign, 'History in Breifs', to spotlight its Tactel innerwear line.

The campaign consists of an ad film.

The campaign kicks off with a playful debut film starring Leonardo da Vinci. Set in a GRWM-style format, we see him getting ready to paint the Mona Lisa on a scorching Florentine afternoon. Just as the heat threatens to get the better of him, Da Vinci unboxes a package from Xyxx, their new Tactel underwear, built to stay dry and cool even in the toughest conditions. With a trademark spark of wit, he remarks, “Genius is one per cent inspiration and ninety-nine per cent sweat… but Xyxx just solved the ninety-nine per cent.” The film cleverly bridges Da Vinci’s creative brilliance with Xyxx’s offerings.

What we think about it: Cheeky and clever, turning a cultural icon into a fun hook for performance-led innerwear without feeling forced. It lands the product benefit with wit, though the GRWM trope risks feeling a bit overused in advertising right now.