Big guys, a 6'6" friend clued me in on many years ago, have a hard time finding clothes. Often, they can't find the right size, and what they do find is something they would prefer not to be seen wearing in public. It's this expressed challenge and the promise of an answer that makes Destination XL's new "No Man's Land" commercial a near-perfect execution, in my mind.
The spot features ordinary big guys, beer bellies and all, searching around in a desolate landscape for clothing.
One man in his boxers appears on camera and tells another, "I found this shirt, but I can't find any pants that fit."
"Good luck with that," responds another man in a tank top and tighty-whities who also is having no luck finding clothes.
A naked man, private parts pixaliated, wearing a winter hat with flaps announces with excitement, "Finally something in my size — gloves!"
The spot finishes with a voiceover: "Stop shopping in no man's land. There's a better way for bigger men to find clothes. Destination XL — big on being better."
Bruce Sturgell, founder of Chubstr.com, a blog for larger men, told The New York Times, "They did a good job of channeling the frustration that a lot of big guys have while shopping."
Destination XL bills itself as a one-stop shop for XL men looking for clothing and accessories. The chain, which first launched the spot on May 5, currently has 55 stores around the U.S. with plans to have as many as 112 by the end of its current fiscal year. It is looking to have more than 200 units operating by the end of 2016.
The company is supporting the national television and radio campaign with a Twitter effort where big men are encouraged to share some of the issues related to their size, such as uncomfortable car rides, airplane seats, etc.
![[Image: No Man's Land]](/public/images/discussions/16759/destination-xl-still.jpg)