Maybe it's metrosexuals. Maybe it's Esquire, GQ, and Maxim dedicating dozens of pages to men's style. Maybe it is Atkins, Ryan Seacrest, and Queer Eye for the Straight guy. Whatever it is, marketing went the opposite way of the Marlboro Man for a couple of years there. Smart marketers have recognized this void, and they have returned with vigor.
One of my favorite examples of the shift in advertising is the "Man Law" campaign from Miller Brewing. The spot is filmed at a large conference table in the middle of what seems to be a warehouse. One of this intial man laws originated allows a man who brings beer to a party to take one in his pocket with him when he leaves. The ad features men who are known for various types of masculinity. Burt Reynolds, the wrestler "Triple H," Jerome Bettis, and the person I feel to be the manly-est of them all – Aaron Ralston, the Utah hiker who cut off his arm when it was stuck between two boulders in order to save his life, all represent various degrees of our views of masculinity. Miller's campaign was created by The Martin Agency.
Burger King has a new "Manthem" commercial that exemplifies the notion that being a man is at risk, with only a double Whopper there to save us (Go to "Explore BK" and then click on "Cinema"). Crispin Porter created this Burger King commercial.
This Newcastle creative is making the same attempt, but goes one step further as well. It is also making a statement that Newcastle is one of those things some people might not get. This does two things: 1. Makes Newcastle drinkers believe they are part of an exclusive and special club, and 2. Leads others to consider if they are missing something unique by not drinking their beer. This is a successful print ad, if placed in the right spot, as it frames the beer as a man's beer and differentiates the product from anything else out there. But then again, maybe I am a fan of this ad because I am a fan of the beer. I was unable to locate the agency who made this piece.
Major media outlets have also recognized the increase in this type of advertising.
Cheers to Sean for sending me this photo.
