Is it just me who thinks the new Scarpa Manta advert is oddly worded?

"You won't believe it's comfort", they say.

I can't work out whether it's some strange grammatical double-bluff, or whether I'm missing some obvious pun or something :)

See what you mean - it doesn't make any sense at all.

Sounds like either a superfluous apostrophe (try "You won't believe its comfort") or an ad translated from Europe -presumably Italy. Or both.

If I were the manufacturer of Comfort I'd sue 'em for insinuating my product felt like a pair of clumpy boots

Maybe I'll drop them an email and see what they say :)

Inappropriate apostrophe rather than anything clever, I suspect.

Its : possessive case neuter pronoun.

Somebody in the ad agency needs to read 'Eats, Shoots and Leaves'...

I just thought it was a bit of a giggle, really, that it came out saying the opposite of what they'd (presumably) intended :)