Advertisers (may the good Lord have mercy on them) are skilled at creating need where no need exists, and will spin the most incredible lies to make it happen. I’m particularly interested in how they pretend to “break taboos” to make new markets for their shiny bullshit trinkets. Like, oh let’s say, cosmetics aimed at men.
Razors and shaving gels are basically cosmetics and are sold in a very specific way. Which is the following. Show a rugged NOT GAY man in his clean and shiny AND NOT GAY bathroom. He’ll be shaving and – NOT GAY! - moisturizing and occasionally slapping himself in the face in a very NOT GAY manner. Probably while thinking of fighter planes or racing cars or horses – NO, NOT HORSES! GAY! – sorry, sailing ships, all while wearing a self-satisfied grin. Maybe some teeth will be broken. You know, from all that manly fighting.
And then – and here’s the crucial part – a hot chick will appear in time to smile and kiss him and rub a very definitely feminine hand across his clean manly jaw. This scene is vital just to dispel the final shreds of doubt about this guy POSSIBLY BEING GAY. And then maybe an explosion, just for good measure. A good orange and red and pi – NOT PINK! – explosion. Yeah. Yeah! Fuck it YEAH!
But now these ads have been vastly out-manned by the manly, masculine, macho, straight and quite definitely hard ad for this new product – nail varnish for men. Here’s the ad. It pretty much speaks for itself. Drop your jaw now, it’s easier that way.
(If the link’s broken, just do a search for Alpha Nail. Yes, you heard me. Alpha fucking Nail.)
What an utter and total cock. He’s NOT GAY though, as shown by, oh, pretty much everything in that ad. Now I’ve been dabbling with using nail varnish for years, for special occasions. I quite like it. I know other men who do too. And we don’t require a 5o-megaton high-octane flesh-neck-screaming moron to get us to do it.
I hope this product fails. Because buying a ballsy for-men product isn’t “hard” or “manly”. You know what’s ballsy? Walking into a shop and buying “ladies” nail varnish just because you want to. And putting it on, just because you want to. And ignoring what rugged insecure nitwits on TV are telling you about how and in what way you should “be a man”.
And hey, why not finish off with this, which sums up marvelously how ads aimed at men and women are different.
/ paddy (as gay as the next man)