Lynx campaign asks what it means to be a man

17.05.2017 Advertising : Beauty : Branding
Lynx #isitokforguys? campaign by 72andSunny, UK

Amsterdam – The Google search-driven advert reveals the questions that some men can’t face asking out loud.

The campaign, #isitokforguys, was put together following recent research by Promundo. The research showed that 65% of respondents have been told that a real man should behave in a certain way, and 56% feel they are expected to figure out problems on their own without asking for help.

The campaign is delivered as a stand-alone film, as well as a number of shorts that directly answer the questions raised such as ‘is it ok for guys to do yoga?’ or ‘is it ok for guys to get nervous around women?’. Lynx has also launched a dedicated microsite.

‘Data showed us that real guys around the world ask Google about their own insecurities, so we put forward real guys with real answers,’ said Laura Visco and Matt Heck, creative directors at 72andSunny Amsterdam, the agency responsible for the ad, in a recent press release. ‘We want to tell guys that there are no rules about how they should look, act or feel.’

The Big Picture

  • As male identity continues to be a talking point, brands are creating content that acknowledges the debates around male stereotypes
  • For more on the brands exploring new visions of masculinity through mental health and body image, see our Male Positivity microtrend