So, here’s a new take on shilling undies to dudes. A company called Miroslav has created ads that feature people sticking their faces into men’s pants to — we presume — get a better look at the man in question’s briefs or boxers, with the tagline “quality best appreciated up close.”

For instance:

Or how about this one:

Or, finally, a man and himself:

Does this make you want to buy their underwear? Because all it makes me want to do is run outside and inhale as much of the sweet, sweet outside air as my lungs will allow.

Photos via Buzzfeed