The date is September 14, 2016. This is not an April Fool’s posting. If you want one of those, you’ll have to wait awhile longer.
Nope, Opel has indeed launched a men’s underwear campaign, titled Ride Comfortably, in order to combat low testosterone levels in Danish men. We have no problem calling the Opel brand a little quirky, but this cements its position.
Opel has taken the time to partner with researchers to (somehow?) draw a parallel line and correlation between low testosterone levels and the sale of Opel Astra Sports Tourers. Per the press release:
A past study by a Danish hospital indicates that today, Danish men have seemingly less of the male sex hormone than they had fifty years ago. Unfortunately, the declining level of testosterone can result in lower desire for sex and lower confidence. This has caught Opel Denmark’s interest, since they know that it takes a lot of man to buy his first station wagon – e.g. the Astra Sports Tourer, which Opel launched earlier this year. Every day, Opel’s own car distributors are experiencing how the modern man’s ritual of transitioning into adulthood is in fact happening when he purchases his first station wagon. This decision demands a lot from the man and his confidence – as both a breadwinner, father, and swashbuckler-friend.
So, Opel will send you a free pair of these strange looking, mesh-cotton material tighty-whities to let your business breathe better, and hopefully, they return men to enough of a masculine state to start buying wagons again.
For the love of station wagons, guys.