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B&T > Advertising > Masculinity Roasted In Clever New Ad
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Masculinity Roasted In Clever New Ad

Staff Writers
Published on: 19th July 2018 at 10:03 AM
Staff Writers
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What does it take to be a man in these ever-changing times? Well, it’s one question US men’s clothing and accessories company Bonobos is asking in a clever new campaign.

In what ‘Run Like A Girl’ did for equality, the Bonobos ad arguably does for the ideals of masculinity.

The spot, called #EvolveTheDefinition, asks a raft of men of all persuasions, ethnicities and ages to define what masculinity means to them.

In an interesting twist, none of our protagonists find much kinship with masculinity’s struct definition.

The ad’s the work of collaborative agency Observatory and was directed by Michael Rohrbaugh. Check out the clever spot below:

Commenting on the ad, The Observatory’s creative director Joseph Saroufim said: “When we saw the limited and toxic definition of ‘masculine,’ we recognised it as a problem antithetical to our client’s brand proposition – fit for every man. When your reason for being is predicated on inclusiveness, you can’t ignore that many men in our society are made to feel like they don’t fit in.

“We decided to challenge that definition by interviewing individuals across a wide spectrum, including trans men and women who identify as masculine. Instead of asking men to fit into a preconceived notion of being a man, the goal is to use their voices to create a world where every man – and every person – fits.”

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Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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