he fine line dividing humour and slapstick is very thin. For an underwear ad, especially, it is a challenge to show the product and get away without making it look silly.

Brand David's latest underwear ad for Lux Cozi deftly turns a potentially embarrassing situation into a funny spectacle. Says Josy Paul, chairman and national creative director, Brand David, "In advertising, as in life, there are no rules, only rulers! It all depends on the idea." David's idea of using humour for an underwear ad seems to work. ... more