Beauty Mate tells men: Punch above your weight
Male grooming brand Beauty Mate has launched a campaign based on the premise that its products help men to ‘Punch above your weight’.
The TV campaign, created and produced by Big Dog Creative, is an edited version of an online video launched last year.
Monkey noises run at the start of the radio ad on Nova, with the line “Man up, it’s beauty mating season”.
Another radio spot, set to break on 3AW later this month, uses the ‘Good on you’ tagline.
The campaign is also running on posters, in press ads in the Herald Sun for Valentine’s Day, and on mirrors in toilets in bars in Sydney and Melbourne.
A competition on Facebook is also part of the campaign.
Stuart Black, creative director at 10 feet tall, said: “Winning over a woman who is well above your average guy in the looks department is a battle at best, so we have taken some of the combat – the world is a battleground – ideology and developed language which communicates this. This in turn inspired support graphics which were fight/battle orientated and supported by strong, bold masculine typography, as well as male dominated colour spectrums using blacks and blood reds. The overall feeling, the typography, the support graphics and the language used, gives the campaign a masculine and engaging slant.”
Credits:
- PR: Lara Shannon Consulting
- Media: The Media Kitchen
- Creative: 10 Feet Tall
- Production: Big Dog Creative
Nice work. Much classier than the earlier video, and the press stuff is great.
Bonus: I’m in the target market too.
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