This web and print campaign from late 2009 hails khakis as the "call of manhood" - the only solution to the androgynous evils of our "genderless society." The advertisement describes how, back when men wore pants, they "took charge" and society functioned smoothly. But as men began sipping lattes, eating healthfully, and dancing at discos - and as women in turn began to wear pants - cities began to "crumble."
This Dodge Charger ad was aired during the broadcast for the 2010 Super Bowl. The commercial features images of defeated and exhausted-looking men, as a voiceover explains all the things that the men do every day in order to make the women in their lives happy. In the world in which this commercial takes place, women have gained power over men, making them feel emasculated and confined. In response, the man demands to drive the car that he wants to drive: a Dodge Charger, described as a “Man’s Last Stand”.
First appearing in the United States in 2006, this popular series of ads for Dos Equis beer features a charming male protagonist known solely as “The Most Interesting Man in the World”, played by American actor Jonathan Goldsmith. The campaign has been very successful, inspiring several parodies and leaving a strong mark on contemporary American popular culture.
This Dove ad shows a before and after up-close of skin. The “before” looks dry and flaky, while the “after” looks healthy and moisturized. Standing in front of the “before” is a black woman, in front of the “after” is a white woman, and in between the two is a woman of a more ambiguous racial identity The ad came under scrutiny for the seemingly premeditated placement of the models by skin color, although Dove asserted that this was completely unintentional.
This 2010 advertisement hailed the initial launch of Dove's "Men + Care" line of products and was unveiled during the Super Bowl. The company - which had previously been closely associated with women, according to Ad Week, sought to tap into the men's grooming market. "Now that you’re comfortable with who you are, isn’t it time for comfortable skin? At last, there’s Dove for Men,” the voiceover says. The spot ends with the tag, "Be comfortable in your own skin."