Subscription menswear fashion service Bombfell this week launched a new out-of-home campaign this week via creative agency Circus Maximus, the debut unveiling of its new identity created by design and branding agency The Working Assembly. Aiming to appeal to men looking for an easy, smart, and convenient way to dress better, the campaign launches with subway placements in NYC. I do like the upgraded identity. But the headlines are anything but premium, and feel a bit cliché. A tired play off of an erectile dysfunction pill symptom, a bag and box play on words especially in an a category that is getting plenty crowded as it is.

Creative agency: Circus Maximus
Design agency: The Working Assembly
Creative Director: Ryan Kutscher
Director of Production: Paul Sutton
Art Director(s): Pat Horn, Mia Feitel
Writers: Erik Poh
Photographer: Ronda Smith