DXL Market Nicher Commercial

I saw this commercial on television earlier this week and though it represented a good commercial by a market nicher. DXL is a market nicher because it offers clothes only to big and tall people. The commercial humorously conveys the dilemma that many big and tall people face while trying to find clothes and presents the solution in the form of shopping at the store. Additionally, I believe this commercial is an attempt at market penetration because it spreads awareness about shopping for clothes among big and tall people and is not trying to introduce a new product or capture a new market.