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For about a year or so now, Canadian Club have been running an ad campaign that has been established with the basic intention of pushing the buttons of the very thing that, in most cases (like it or not), defines us as a man: our machismo.
(Click on an image to view it full-size.)
The blurbs read:
#1 - He didn’t do pilates. Moisturise. Or drink pink cocktails. Your dad drank whisky cocktails. Made with Canadian Club. Served in a rocks glass. They tasted good. They were effortless.
#2 - He went out. He got two numbers in the same night. He drank cocktails, but they were whisky cocktails. Made with Canadian Club. Served in a rocks glass. They tasted good. They were effortless.
#3 - He soloed. People paid to see him. He drank cocktails. But not in martini glasses. They were whisky cocktails. Made with Canadian Club. Served in a rocks glass. They tasted good. They were effortless.
I really like the advertisements. While it is important to remember, naturally, that this is a company trying to sell you a product, I think the attitude and message behind the campaign is one that should be applauded.
They even have a feature for you to upload your own photo to make your own ad.
Metrosexuals are, it would seem, everywhere. Just check out some of the Google adverts on the right of this page: targeted metrosexuality? Tell me it ain’t so.
Is this all a step in the right direction, or is the smart, cynical and targeted thinking behind this actually corrupting our ideals?
Was your dad a metrosexual?
These ads are reminiscent of the old Red Cap Beer radio advertisements. Wonder if marketing exec Terry O’Mally was involved in this ad campaign. Hmm…I’ll have to look into that one…
I know these ads are meant in a spirit of fun, but there’s an underlying nugget of truth to them too…
Marketing wizards and the media has sold us (quite literally) guys on the perceived need for the kind of rigorous grooming, primping, & preening that used to be the sole domain of women. Certainly, there’s nothing wrong with having some care about your appearance, but we’re being subtly nudged and prodded beyond the edge of reasonable limits by companies looking to tap into new markets for their products.
On the other hand, please do go ahead and use a little sunscreen & moisturizer. We’re all hoping to live nice, long lives, but for gosh sakes, none of want to have the leathery old hide like Keith Richards or Willie Nelson when we get to our golden years! Yuck!
Heh, spot on Rob. There’s definitely a nugget of truth there - more than that, actually. We should strive to be equal in many things, but some stuff - defining stuff - separates men and women for a reason.