GQ relaunches magazine for a man who doesn’t exist

GQ Magazine has launched a new look along with a new campaign titled “The ideal man.”

The refresh was launched with GQ’s August/September issue.

As part of the brand repositioning, the title commissioned a series of four videos by creative start up On This, which feature ‘the ideal man’ carrying out a various mundane tasks, from getting dressed to making a sandwich.

The new positioning borrows from Condé Nast’s sister publication GQ France: “The ideal man doesn’t exist. His magazine? Absolutely.” The original idea, by DDB Paris, picked up a Bronze Internationalist Award for media innovation in 2008.