The Super Bowl isn’t just the pinnacle of football, it’s also the apex of advertising. On Super Sunday you’ll see the finest gridiron gladiators clash, then your television cuts to commercial and you see Madison Avenue’s best and brightest.
AXE offers one notable ad this year; presenting a bold new point of view on masculinity and physical attractiveness. Like the NFL itself, it speaks to men across across all demographics and niches, uniting them in a common interest.
The one minute spot challenges outdated male style clichés, encouraging male consumers to embrace their own individuality. Have a watch below:
The AXE promo is certain to make waves on social media this Sunday and again in the workplace the next day. It basically says that the most attractive style men can achieve is the one that they already know. It’s a male quasi-answer to Amy Schumer’s “I’m mediocre looking at best, significantly overweight, but I’m here and I’m sexy anyway” movement.
It’s a call to action saying “you be you.” If there’s one thing the dating-industrial complex can actually teach you, it’s that women go for the guy who’s not trying. Dating experts in men’s magazines/online dating sites/speed-dating companies etc. are about as genuinely qualified as social media experts. The only criteria to become a dating or social media expert is to simply claim that you’re one.
Clips courtesy of out.com
If we as human beings truly understood dating, or social media, there wouldn’t be all these cottage industries. The main message of this ad is don’t try too hard, because the attractive man is the one who isn’t trying to be anything specific- he just is.
An overlooked romantic comedy released in 2000 named “The Tao of Steve” championed this idea. The plot centered around an overweight, underemployed Lothario who’s prowess in attracting women was based on a few core beliefs, one of which is “be excellent in her presence.”
Wealthy, famous, tall, dark and handsome are no match for a man who excels at what he does and conveys that without saying it. There’s a similar message in this Super Bowl spot. Be comfortable in your own skin, do what you do. Wear clothes that fit you physically, mentally and idealistically. How you feel when wearing something is just as important to your style confidence as what you’re wearing.
We all know women are attracted to genuine confidence more than anything else. On Super Sunday remember this- it’s not always what you have, it’s how you work it.
Paul M. Banks is a regular contributor to RedEye, the Chicago Tribune's youth-oriented daily newspaper. He appears regularly on WGN's CLTV (usually wearing a sport coat with skinny jeans) and KOZN 1620 The Zone. Banks previously contributed to the NBC Chicago and Washington Times websites. He currently owns and manages The Sports Bank.net, partnered with FOX Sports Engage Network and News Now. Growing up with three older sisters and no brothers, he inevitably ended up a member of #TeamOverDressed