Take for instance, Fruit of the Loom. A fairly sensible, no nonsense brand - something a man would buy for himself. Their approach: simple drawings of the boxers and briefs.
Jockey is a fairly no-frills brand too. And although they had models on their packaging, it was a very streamlined look (see the model on the left). No obscene, over-the-top bulge here.
Then there was Calvin Klein. We spent a lot of time in the Calvin Klein section -- correction -- I spent a lot of time in the Calvin Klein section which was punctuated with a lot of "Look at that!", "Good lord!" and finger pointing.
I wanted to buy the Calvin Klein underwear.
I think we found their audience: "If I buy my husband/significant other these boxers, he will look exactly like the picture".
We got the Jockeys.