Mack Weldon: Humbly Yours by Circus Maximus

Advertising agency Circus Maximus has launched 'Humbly Yours,' a refreshing out-of-home advertising campaign for new client Mack Weldon, a men’s basics brand that combines thoughtful design, premium fabrics and simple shopping.

'Humbly Yours' will run throughout June in New York’s subway cars and transit units. Circus Maximus’ campaign stands apart from most male activewear advertising, which tends to be flashy and egocentric.

The panels pair simple quotes with wardrobe staples to illustrate the type of advice Mack Weldon might offer men age 30-plus in this era of egomania and selfie-inflated worth. Copy lines include “You don’t need more basics. Maybe just better basics” (for the Ace Collection), “Proof that you can be strong and soft at the same time” (polo shirts) and “We call them essentials, basics, fundamentals. We’ll leave the superlatives to our customers” (boxer shorts).

“It’s not bragging if you can back it up,” reads the copy in one key campaign component, which features a closeup of an unidentified basketball player wearing a pair Airknit Boxer Briefs. “But it’s not making you any friends either.” It conveys the importance of showing over bragging—and how performance trumps smack talk. As with all ads, the minimalist message links to mackweldon.com and carries the 'Humbly, Mack Weldon' tagline.