The Chill 'Les Man' Campaign Puts Hair on Your Chest

By: Amelia Roblin - Published: Jul 5, 2011 • References: & adsoftheworld
According to most fashion advertising, bare chests are in style, but the Chill 'Les Man' campaign laughs at this standard while serving up a more mocho product than perfume.

The Marketforce advertising agency of Perth, Australia, came up with the idea to post billboards for a fictitious product, a men's fragrance called 'Les Man.' The model in the image has slicked back hair and a completely clean-shaven appearance that the marketers have categorized as too feminine a look.

To offer a stark contrast, the Chill 'Les Man' campaign outdoor ads were later graffitied intentionally to give the guy's waxed skin a dark hairy coat. In conjunction, the cologne bottle has been pasted over with a carton of Chill Flavoured Milk, and "Les Man" was crossed out and replaced with "Man Up." Stats for Vandalized Billboard Branding Trending: Older & Buzzing
Research: 37,508 clicks in 256 w
Interest: 4 minutes
Concept: Chill Les Man Campaign
Related: 57 examples / 44 photos
Segment: Males, 18-35
Comparison Set: 21 similar articles, including: major shrinkage marketing, abbreviated anatomy advertising, and frameless two-wheeler advertising.