GQ relaunches magazine for a man who doesn’t exist

GQ Ideal ManGQ 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.

The series is accompanied by the results of a survey on what Australians think the ideal man is like.

Nick Smith, editor in chief GQ Australia and group publisher – homes and lifestyle, said in a release: “The media world is changing fast, and we need to make sure what we do is relevant, useful and rewarding to our audience like never before. From the August/September issue of GQ Australia, we’ll deliver a fresh approach; to content, editorial sections, navigation, and the interactivity of the magazine with our other media.

Most importantly, we’ll take a new approach to our consumer, allowing him to be a part of the making of our content, have a voice within our pages and social media and become a vital part of the GQ team.”

The magazine commissioned study surveyed over 1000 people, both men and women between 25- 54 and asked them what traits an ideal man would have. It was carried out with Thinkspot and GQ Australia Facebook in July 2012.

Accordng to the results, the most important attribute – according to men and women – was honesty. The survey also found that being romantic was more important than being good in bed and that Australians preferred meat eaters to vegetarians, clean shaven men to those with stubble or beards, and only 1% of those surveyed rated “well endowed” as an important characteristic.

Written, directed and produced by On This in collaboration with GQ Australia
Styled by: Alex Simpson, GQ Australia
Model: Josh Gray – Vivien’s Model Management
Hair: Stephen Foyle @ Detail for Men



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