According to the brand, the film crossed 5 million organic views and generated more than 100,000 engagements within 48 hours of launch, sparking discussions and audience interaction across social media.

The Insight Behind the Campaign

The starting point for the campaign came from an observation linked to XYXX’s Invisible Vest. As the brand explained, many men had never really considered visible vest lines in their daily lives.

That seemingly small detail opened the door to a broader cultural insight. Rather than focusing on the product alone, the campaign explores how appearance-related judgments often become normalised over time, to the point where they are no longer questioned.

Instead of presenting that idea directly, the campaign chooses a more engaging route.

My Eyes Are Up Here and the Power of Role Reversal

At the centre of My Eyes Are Up Here is a role-reversal film that imagines a world where men experience scrutiny over visible vest lines in the same way women are often judged for visible bra straps.

The film places this idea into a series of familiar everyday situations. By exaggerating these moments while keeping them recognisable, it invites viewers to look at common social behaviours from a different perspective.

The approach avoids becoming overly instructional. Rather than telling audiences what to think, it allows the situations themselves to carry the message.

The closing line, “My eyes are up here,” serves as the campaign’s final sign-off, bringing the idea together in a concise and memorable way.

A Creative Collaboration Built on Observation

For Vir Saini, the appeal of the project came from its ability to reflect everyday behaviour through a different lens.

He described the film as an honest portrayal of situations that many people encounter without necessarily noticing. That perspective is visible throughout the execution, where the humour is grounded in familiar experiences rather than exaggerated spectacle alone.

The result is a piece of storytelling that remains accessible while still encouraging reflection.

Why the Campaign Works

What makes My Eyes Are Up Here particularly effective is its balance between entertainment and observation.

A few elements stand out:

• It starts with a relatable human behaviour rather than a product claim.
• Humour makes the subject approachable.
• The role-reversal concept helps audiences see a familiar issue differently.
• The storytelling remains light while still prompting reflection.
• Viewers are encouraged to reach their own conclusions.

The audience response reported by XYXX suggests that this balance resonated. Viewers described the film as relatable and thought-provoking, while discussions, shares and engagement helped extend its reach across different audience groups.

A Conversation Hidden in Plain Sight

Petal Gangurde, Chief of Brand and Culture at XYXX, noted that some of the most valuable consumer insights are often found in everyday observations. That thinking appears to shape the entire campaign.

Rather than building its message around a dramatic statement, the film focuses on a behaviour that many people recognise but may not have examined closely. By reframing that behaviour through humour, the campaign creates space for conversation without becoming heavy-handed.

Final Takeaway

My Eyes Are Up Here demonstrates how a simple creative idea can become more impactful when rooted in a genuine observation. Through role reversal, humour and familiar situations, the film encourages audiences to look again at behaviours that often go unquestioned.

For Campaigns of the World, the campaign stands out not because it tries to force a message, but because it trusts viewers to discover it themselves. That restraint, combined with a clear insight and relatable storytelling, is what gives the work its lasting impact.

Watch more Film and Video Campaigns

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Speaking about the campaign, Ms Khatija Lokhandwala, Head Marketing, Zivame, said, “This is Zivame’s second film in our exclusively created stand-up series for intimate wear. The fun and humorous route enables us to connect better with our audience and enables us to highlight serious issues in a manner which is more relatable and engaging.”

Understandably, the intent behind feeling sorry for disabled individuals is not malicious. Nonetheless, it still has a negative effect. So, we need to do better than labelling people unlucky for what they cannot change. We need to remind them that life’s opportunities are open for all. Irrevocably, fulfilling sex life is part of the promise. Sex Against Humanity acts as a case-in-point here. It uses the creative brainpower of the minds at EFAP, Paris, and deploys humour to foster inclusiveness. How exactly? Well, by simply using a deck of cards that makes jokes about disability and sex. Though simplistic, Durex’s intervention helps society to love and laugh together. Thus, we’re more than happy to spread the word about it.

Tags:
Sex and disability, Health, Sexual Health, Wellness, Digital Film, Creative campaign, Direct Marketing, Advertising Campaign, Durex Ads, Best Durex Ads

The narrative embedded in the infographic used witty remarks and sharp one-liners to outline reasons causing urban India’s love-affair with laziness. For instance, one section of the campaign misspelled November as Movember and presented information about the number of razors sold that month. In one part of the infographic, Dunzo even provided the number of deliveries made within a distance of 100 meters. The careful tweaking of popular phrases was also rampant throughout the publication. The phrase, Nice to meet you, was transformed into Rice to meet you to depict the number of Biryani deliveries made in 2018. All in all, seven jocular statements presented Dunzo’s take on urban India’s usage of the ‘anything anytime’ delivery app.

One could even interpret an attempt at social activism hidden inside the comical undertone of the campaign. Maybe, the company was trying to call out the lazy lifestyle of India’s urban population. Regardless of its intended motive, the infographic garnered 946 claps on Medium while generating some laughs.

We feel that more companies should take a note from Dunzo’s take on marketing, and try to inculcate humour in their campaigns. It is a definitive way to connect with audiences and adds a layer of nuance to advertising endeavours.

Website: https://www.dunzo.in/
Source

Credits
Client: SEEK
Advertising Agency: Clemenger BBDO, Melbourne, Australia
Executive Creative Director: Ant Keogh
Creative Directors: Richard Williams, Ant Phillips
Planning: Matthew Kingston
Account Director: Kate Starr
Account Manager: Rebecca Orlandi
Senior Print Producer: Nick Short
Senior TV Producer: Karolina Bozajkovska
Director: Brian Aldrich
DOP/Cinematographer: Daniel Ardilley
Editor: Michael Lutman / The Butchery
Grade: Martin Greer / The Refinery
Producers: Corey Esse, Kate Merrin
Production Company: Finch
Sound Designer/Engineer: Stevo Williams / Flagstaff