The print ads will run in the May issue in the UK, France, Germany, Spain and Italy, and in the April issue of the Condé Nast men’s title in the US, China, Korea, Australia, Mexico, Taiwan and India.
Consumers with webcams can view the campaign on the brand’s dedicated microsite at xmarkyourspot.com, by holding up either the ad from the magazine, or a print-out of the AR code in front of their webcam. A 3D box then appears that allows visitors to select from four short films created for the augmented reality initiative.
The ads, which promote the launch of the brand’s X Underwear range, will also run on GQ.com, linking to the range’s dedicated website.
The models featured in the ads include US actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco, and Japanese soccer player Hidetoshi Nakata.