This fart-stopping underwear has the weirdest advertising possible
Meet Shreddies. No, not the hunger-busting wheat cereal. These are chemically-powered anti-fart underwear.
We we're not making this up.
The back panel of these garments features a carbon compound ("Zorflex") which, the company claims, neutralises flatulence odours.
"The Shreddies motto is ‘Fart with confidence’ and our underwear ensures just that," the company's website tells us. "Our patented filter underwear removes odours through the use of a thin and flexible carbon cloth." Based on chemical warfare technology, apparently.
Gas craic altogether.
But it's the method of advertising which is really catching the world's eye right now – which I guess means it's working.
Of course, if you have a condition that causes excessive flatulence, these things could be a lifesaver; but I don't think any attractive young female models are really expecting their boyfriends to sniff their derriere to, er, test the product.
One can only imagine the director of the photoshoot up top issuing instructions to the models.
Made in the UK, you can find out more about the product at their website, although it has had problems what with all the viral traffic.
Or, you could watch the clips reel from all their coverage. There is a glorious straight-faced BBC News report about two minutes in – and RTÉ have their take at 3:30.
Gas chromatography technology, you say?
