November 27, 2006, - 10:49 am
By Debbie Schlussel
Say good-bye to metrosexuals and girlie men?
Unfortunately not in real life, but there is a good sign. USA Today reports that avertisers are now celebrating manly men again. That’s a good thing. Unfortunately, the leader in this trend is Miller Lite–you know, the beer that funds illegal aliens. Still, it’s encouraging that companies are realizing that when guy culture goes away, so does their customer base:
Remnants of the metrosexual trend remain in big cities but are fading fast.
In response, more-masculine marketing messages are promoting manly men over pampered types – especially when it comes to selling beer.
The ultimate guys’ beverage has been sidelined for a time in favor of froufrou drinks and wine. Beer ads that did feature old-school men often depicted them as buffoons.
Now, beermaker Miller Lite is trying to tap into a manly but modern male mind-set for its latest ad campaign.
“One of the things we realized was that in so many ways, male culture and beer culture was going away,” says Deb Boyda, head of Miller Lite’s advertising.
“We wanted to create a campaign with some social culture for the brand that was modern for men. Girls and women hang out and have a cup of coffee. Men communicate a little differently.”
That meant no longer trying to make men fit a unisex or feminine marketing model.
“The pendulum is swinging back,” says Alex Bogusky, chief creative officer for Miami agency Crispin Porter & Bogusky.
The agency has nearly single-handedly reversed the pendulum with its Burger King campaign with the mute king, which goes squarely after young male burger eaters. The agency also created the Haggar ads starring Pete and Red in a show called Making Things Right. They wear “real tough” Haggar trousers with “unbustable seams” as they enforce codes of conduct for dog owners or a daughter’s boyfriend.
The agency crafted a series of ads for Miller about the unwritten code for guys. In the ads, a secret society of men, including Jerome Bettis, Burt Reynolds and Jimmy Johnson, sit around a table and debate such things as the right waiting time before dating a friend’s ex-girlfriend.
“Guys are really confused about how to behave,” Bogusky says. “A lot of unspoken rules are being broken, and guys are lost. Our research showed us that guys in bars are grasping for the right thing to do, the right way to act.” . . .
The campaign’s Web component, manlaws.com, has attracted the contribution of nearly 100,000 “Man Laws” submitted from everyday guys. Since the site launched in May, more than 1 million unique visitors have stopped by. They stay an average of about 11 minutes, and they’ve downloaded Man Law videos more than 5 million times.
We went to the site and thought it was kind of dumb, not very funny. Miller Lite has all kinds of “manlaws” and polls about what men like. So we have this question for Miller:
How many manly men like profits from their beer money going to fund illegal alien rallies?
We’d bet, hands down, they’re opposed.
Tags: Alex Bogusky, beverage, Burger King, Burt Reynolds, chief creative officer, chief creative officer for Miami agency, Crispin Porter & Bogusky, Deb Boyda, head, Jerome Bettis, Jimmy Johnson, King, leader, Miller Lite, USA Today, Web component