Just For Men and other grooming brands rush to embrace male vulnerability
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If there were ever a sign that men’s grooming adsor maybe even menhave changed, it’s the “Be the Better Man” campaign breaking Sunday from Just For Men. Even in a business where many brands are trying hard to portray themselves and their customers as more vulnerable and less sexist or stereotypical, the new campaign from the hair-coloring brand is a big departure. An ad show fathers caring for children and even a heavily tattooed millennial applying eye liner. The effort marks the first creative from the Amp Agency, New York, following decades of in-house creative.
Just For Men was previously known for ads like one where former baseball pitcher Randy Johnson colored his hair to help get a harem of women to do his yard work and serve him drinks.
More recently the brand put the leering faces of (former Met) Keith Hernandez and (former Knick) Walt “Clyde” Frazier into a couple’s bedroom. You don’t have to delve into the 1980s, the era of Brett Kavanaugh’s alleged sexual misconduct, to find those: They date from 2010 and 2015 respectively.
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