Is that a racquet in your pants? Or are you just pleased to see a camera?
Darkly handsome 29 year old tennis ace Rafael Nadal’s new ad for Tommy Hilfiger has more than a hint of a Tom Cruise Top Gun locker room scene about it.
It also goes further than any other recent underwear ads in commodifying celebrity cock. All but shoving it down our all-consuming maws. It’s a big budget version of a web-cam show.
The ad begins with the camera, apparently held by a heavy-breathing voyeur pretending to towel off after a shower -- i.e. the viewing public – slyly staring at Cruise/Nadal’s pert bum filling out his designer jeans as he enters the locker room. Then zooming in as the winner of fourteen ‘Grand Slams’ strips, seemingly unawares.
We clock his athletic back, his cotton-clad buns, his tanned, toned, centre court thighs, his abs, and – WOAH! – his ‘open stance’ packet. Is that just the carefully-angled light? Or a prosthesis? Or is he actually turned on??
And is he going to have our eye out with it if he pulls those pricey pants down?
Just as we are about to find out, Nadal decides to end his little show – shaking his head at us with a naughty grin that says he knew full well what we were up to and enjoyed every minute of it. And then he volleys us his still warm ‘top-seeded’ Hilfiger underwear. So kind.
A few years back, when Nadal was still in his mid-twenties, it was another designer, Mr Armani, who was offering us Nadal bent over a builder’s bench, and chopped into smooth, sexy, slippery pieces in an abjectly objectifying video.
In the latest campaign Nadal’s world-class rear still has a starring role, but now, nearly 30 – and the envelope of what’s acceptable in mainstream advertising having been well-and-truly pushed in our faces – he not only sports chest hair but also, a very prominent penis.
Which reminds me. Perhaps I’ve been paying too much attention, but in the vid Nadal seems to be dressing to his right and ‘resting’ at 0:10. But by 0:11 he’s dressing left and a semi-finalist.
That’s some service.