Joe Jonas from The Jonas Brothers has teamed up with Botox’s rival, Xeomin, to normalise men getting anti-ageing needles.
Obviously, the cause is great, and we need to see more men owning up to the fact that they do things to make themselves younger. Seriously, do you think all the men in Hollywood just have incredible genes?
But the execution is more cringe than cool.
The advert starts with Jonas hopping out of bed fully clothed and declaring, “Who wants to wake up looking like someone else? Not me!”
This is a slightly odd thing to say because technically, he’s advertising something that does alter your appearance. But, sure, let’s go with it for the sake of the commercial.
Jonas says, “There’s no one way to define beauty!” That is an excellent point, but then again, technically, he’s investing in anti-ageing treatments that define beauty as wrinkle-free.
To add to the ludicrousy, he also adds that he really, “Cares about what I put in my body!”
This is followed by a bunch of disclaimers about the potential side effects of Xeomin while Jonas reads a book and plays the guitar.
It’s as if Camp Rock became an infomercial.
While the ad is fun to watch because it is naff and cringe, it’s also a missed opportunity to have a very cool and honest talk about injectables and how men are now embracing anti-aging treatments.
