• by Fern Siegel , August 15, 2022

Men’s underwear brand BN3TH (pronounced “beneath”) released a spot to kick-start global marketing efforts.

Portland, Oregon-based agency AfterAll is responsible for the creative.

Featuring an original score written and performed by Oskura, the spot celebrates outdoor sports, ending with the tagline: “It Begins With What’s BN3TH.”

BN3TH’s next-to-skin line includes boxer briefs, base layers and two-in-one activewear.

“BN3TH comes from the outdoors and celebrates the joys of being outside together, so that’s what we’re bringing to life through this message,” says Zach Boon, BN3TH’s director of marketing.

Since underwear is the first thing people put on every day, the question of “Where does it begin?” is underscored by scenes shot in Hawaii, Bali, Oregon and British Columbia.

The creative campaign streams on BN3TH’s digital channels, as well as ad spots on Outside TV, Men’s Journal and other media.