The underwear company is rolling out a new ad campaign called "Show 'Em What's Underneath" - a cheeky play on showing off both undergarments and traits that are not visible to the human eye.
The campaign features Chris, a Marine veteran, Michael, an adoptive father, and Lisa, a firefighter, pictured above, and it zeroes in on their accomplishments, not their bodies (though they all do have very fit figures).
"This new campaign celebrates the spirit of individuality - people's true colors, hidden talents, guts, crazy ideas, big secrets and the gifts that make them truly unique," Matthew Waller, senior manager of corporate communications and brand partnerships, said in a release. "The Show 'Em What's Underneath campaign encourages everyone to be comfortable with themselves - imperfections and all."
That sounds a lot like the very successful Aerie, which has won over teen girls with its unairbrushed #AerieREAL campaign. It suggests that Aerie was onto something that is relevant to people beyond its audience - even grown men.
The company tells each person's story through a video, each of which you can below.