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."
What's Driving This Trend
- Subversive Advertising
- Opportunity for brands to challenge conventional advertising norms and engage with their target audience through provocative and unexpected messaging.
- Gender Blurring
- Opportunity to disrupt traditional gender roles and stereotypes in the marketing of products and services, appealing to a more diverse and inclusive consumer base.
- Street Art Integration
- Opportunity for brands to collaborate with street artists and embrace unconventional marketing strategies that blend art and advertising in urban environments.
Who This Affects Most
- Fashion Advertising
- Opportunity to redefine beauty standards and challenge traditional portrayals of masculinity and femininity in fashion advertisements.
- Fragrance Industry
- Opportunity to create fragrances that cater to a wider range of gender expressions, breaking away from traditional gendered marketing approaches.
- Outdoor Advertising
- Opportunity for outdoor advertising companies to explore innovative and interactive advertising techniques that capture attention and spark conversations.
