GQs ‘The Ideal Man’ campaign is a clever way for a media company to use unexpected survey results. The company commissioned a survey that asked men and women what they felt were the ideal characteristics for a man. Without a clear consensus, the company instead switched the idea to help promote the overall brand.
The video sets up the question of what makes the ideal man, then it proceeds to list off common associations. The scene continues as the model, dressed in an incredibly stylish yet manly outfit, puts on leather driving gloves and reveals a key. Unknowingly to the viewer, the key is actually to unlock the model’s scooter. The clever connection of "The Ideal Man doesn’t exist. His magazine? Absolutely" is then shown with a minimalist style. This type of spin on unexpected results is an ingenious way to appeal to a wide range of demographics.
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