The Chill 'Les Man' Campaign Puts Hair on Your Chest
Amelia Roblin — July 5, 2011 — Marketing
References: marketforce.au & 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."
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."
Trend Themes
1. Subversive Advertising - Opportunity for brands to challenge conventional advertising norms and engage with their target audience through provocative and unexpected messaging.
2. 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.
3. Street Art Integration - Opportunity for brands to collaborate with street artists and embrace unconventional marketing strategies that blend art and advertising in urban environments.
Industry Implications
1. Fashion Advertising - Opportunity to redefine beauty standards and challenge traditional portrayals of masculinity and femininity in fashion advertisements.
2. Fragrance Industry - Opportunity to create fragrances that cater to a wider range of gender expressions, breaking away from traditional gendered marketing approaches.
3. Outdoor Advertising - Opportunity for outdoor advertising companies to explore innovative and interactive advertising techniques that capture attention and spark conversations.
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