Benefit Cosmetics launched a hilarious campaign called 'Real Men Don’t Fake It' to promote its 'They’re Real! Mascara.' The video begins with clips of attractive men—one of the men you may notice as Vinny from Jersey Shore—walking, hanging out on the beach, performing yoga or fixing a car.
After each man is shown, the video continues to feature beautiful women in awe of the men, as they all have giant "packages." As the commercial plays on, it leaves the PG-friendly zone, as the men begin reaching down their pants. However, instead of the video becoming completely inappropriate, the men simply take out mascara from the pants and toss them to the women.
The video ends with all the women applying the mascara that promises to be so good it’ll look like they’re wearing fake eyelashes. While the video isn't meant to be taken seriously, Benefit definitely successfully catches people’s attention and raised publicity for the mascara.
Misleading Cosmetic Commercials
The 'Real Men Don’t Fake It' Ad Features Men with Mascara
Trend Themes
1. Gender-bending Advertising - There is an opportunity to create humorous and attention-grabbing ads that break traditional gender norms.
2. Viral Marketing Campaigns - Use of controversial or comical ads can help generate buzz and boost sales for products.
3. Authentically Realistic Branding - Brands that use less glamorous or more realistic models can resonate with consumers looking for relatable content.
Industry Implications
1. Cosmetics - Cosmetic companies can use novel advertising techniques to market products in a highly competitive market.
2. Marketing and Advertising - Advertising firms can adopt humor and controversy in ad campaigns to increase customer engagement.
3. Entertainment - Media companies can use humor and relatable content to capture the attention of younger audiences on social media and generate advertising revenue.