Lynx campaign asks what it means to be a man
Lynx #isitokforguys? campaign by 72andSunny, UK

Lynx campaign asks what it means to be a man

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

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
Discover More Daily Signals
Ulta Beauty opens UB Marketplace to 100 emerging brands

Daily Signals

Ulta Beauty opens UB Marketplace to 100 emerging brands

Ulta Beauty has launched UB Marketplace, a new online platform introducing more than 100 emerging beauty and wellness brands to its website and app...
Beauty : Retail : Ecommerce
Travel platform Curated Spaces is powered by trusted tastemakers

Daily Signals

Travel platform Curated Spaces is powered by trusted tastemakers

Travel start-up Curated Spaces has launched a booking platform that puts personal style, trusted recommendations and curated experiences at the hea...
Travel : Hospitality : Digital
Stat: Gen Z women are shaping a new liberal majority in the US

Daily Signals

Stat: Gen Z women are shaping a new liberal majority in the US

New polling highlights a sharp political gender gap within Gen Z, positioning young women as the most liberal demographic in the US, according to a...
Youth : Politics : Gen Z
Heineken transforms Seoul’s rooftops into social sanctuaries

Daily Signals

Heineken transforms Seoul’s rooftops into social sanctuaries

Heineken is transforming Seoul’s empty rooftops into vibrant social spaces as part of a new campaign combatting urban loneliness and removing barri...
Culture : Drink : Loneliness
Feeling introduces transdermal energy patch to combat daily fatigue

Daily Signals

Feeling introduces transdermal energy patch to combat daily fatigue

Manchester-based wellness brand Feeling has launched a transdermal energy patch designed to address persistent fatigue in individuals who maintain ...
Health : Wellness : Supplements
Stat: Gift cards become inflation-era solution for festive shoppers

Daily Signals

Stat: Gift cards become inflation-era solution for festive shoppers

As inflation continues to put pressure on spending, gift cards are set to dominate this year’s festive period in the US. According to Blackhaw...
Retail : Consumer Spending : Inflation
Yōjō harnesses vagus nerve technology for everyday wellbeing

Daily Signals

Yōjō harnesses vagus nerve technology for everyday wellbeing

Yōjō is a new wellness eco-system using non-invasive vagus nerve stimulation (nVNS), biofeedback and human coaching to help people calm their bodie...
Health : Wellness : Technology
OpenAI launches agentic AI shopping system

Daily Signals

OpenAI launches agentic AI shopping system

ChatGPT users in America can now shop directly within conversations through OpenAI’s new Instant Checkout feature, available to Pro, Plus and Free ...
Technology : Retail : Agentic AI
Stat: The running boom is powering New York’s economy

Daily Signals

Stat: The running boom is powering New York’s economy

Running is proving to be big business for New York, according to the latest Economic Impact Study from New York Road Runners (NYRR).
Sport : Health : Running
Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Daily Signals

Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Luxury Swiss watchmaker Vacheron Constantin has unveiled La Quête du Temps at the Louvre, a monumental automaton clock to celebrate the brand’s 270...
Luxury : Watches : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN