# Feminizing Coaster Ads These Hopi Hari Ads Strip the Cockiness Away from Tough Characters By Alexander Lam | Published 2013-07-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hopi-hari-ads References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/hopi-hari-monkey-soldier-plant/) & [hopihari.br](http://www.hopihari.com.br/home/Default.aspx) A series of Hopi Hari ads from the Brazilian theme park promise to reveal who you truly are. The print ads feature a rollercoaster connected to two characters. On one side, there's a tough and macho figure. On the other, the ad has a toned down version of the original character. Accompanying the [extremely humorous visuals](https://www.trendhunter.com/trends/mens-wearhouse) is the text "Rollercoaster. Shows who you really are." Conceived, designed and executed by ad agency Y&R Brazil, the ads were created to draw thrill-seekers to Hopi Hari. Each ad issues a challenge to the viewer by claiming the rollercoasters are able to strip away your [tough or macho exterior](https://www.trendhunter.com/trends/underpaid-women). An illustration of [King Kong](https://www.trendhunter.com/trends/whatever-the-case-may-be) becomes a toy monkey on the other end of the spectrum, while an army general becomes a toy soldier. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 71% | Activity: 43% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Gender-bending Ads:** Ads breaking gender stereotypes to engage with the audience. - **Humorous Illustrations:** Using humor to capture audience attention and differentiate content. - **Psychological Marketing:** Marketing campaigns analyzing audience behavior and offering tailored experiences. ### Where This Applies - **Amusement Parks:** Incorporating humor and psychology into park experiences to increase visitors and engagement. - **Advertising and Marketing:** Breaking gender norms and using humor to create targeted campaigns and attract wider audiences. - **Toy Manufacturing:** Adjusting brand image and creating gender-neutral toys to appeal to today's more progressive consumers. ## Related on Trend Hunter - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Humorous Drink Cart Ads](https://www.trendhunter.com/trends/titos-spokescart.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md)