This is pretty great. HEMA, a retail chain in the Netherlands, is sneakily advertising its push-up bras by having a man wear them in the advertising. It's not just any man, of course—it's Andrej Pejić, the androgynous supermodel. The point is, if these bras can give a man impressive cleavage, think of what they can do for a woman. Pejić has been modeling women's clothing for a while, but here his role seamlessly ties into the product benefit.