The Tables Have Turned.

Since the dawn of time men have struggled trying to figure out exactly how women work. We resort to calling them fickle, confusing, illogical and just as complex as we are.

Wait, did I say they’re just as complex as we are?

That’s right. Or so says Bandai with their new product that’s hitting shelves in China.

Bandai interviewed thousands of men to create this “how to on men” handheld for women between the ages of 20 and 30. Since the Google translation is gibberish, we’re not sure exactly how it works nor the type of advice the handheld will provide.

But, here’s to hoping Bandai’s advice is better than that found in Cosmo magazines.

Lancome "loves men."

A recent post at one of Mantone343's favorite packaging blogs highlighted Lancome Men's skincare range. We too think the packaging design is sharp and masculine and would be right at home in a lot of guys' medicine cabinets. The copy however, delivers a conflicting message.

Using language from women's skincare and cosmetics just won't cut it any more if you are targeting modern men. Terms like "Anti-age Perfecting Fluid" isn't something that is going to resonate with guys and their problem:solution mindset. No matter what Clive Owen says.

(Yes, it is apparently skincare week here with our last post.)

Men's skin has needs, too.

Marketing hand lotion to people with dry skin should be an easy task. Right? Wrong. Especially when men are your targeted market.

For the most part, men don’t like lotion. In fact, they hate it. If you don’t believe me, take a look at most guys’ hands. They’re dry, cracked and in some serious need of lotion.

So, how does a company get men to use hand lotion?

Just ask Vaseline.

Vaseline did what all brands should do: they took the time to understand their audience in order to speak their language. Most men use lotion only when they have to. They use it as a last minute; last ditch effort for skin recovery. In an attempt to make this use relevant, Vaseline decided to tap into working out as an overarching theme. Have you ever seen men’s post-workout rituals? It’s normally chalk full of protein and nutritional supplements that help their bodies heal.

Notice a recovery parallel here? Yeah, we thought so.

Also, by referencing exercise while talking about skin strength, Vaseline is able to show its product’s benefit in a meaningful way to their audience. Exercise makes muscles strong. Vaseline makes skin strong.

Oh, and an extra kudos to Vaseline for not distilling their brand message down to some stereotypical macho man speak. I’m looking at you, Dial.

Thank god you're a man.

McCann Erickson gets it right for Goldstar, a beer from Israel. When some guys want a cocktail there is less emphasis on our attire and more linear thought to where said cocktail can be had. The argument could be made that these put men in a stereotypical (the broadest gender iconography is used) light. Yes, many men do put a fair amount of thought into their attire, in this case, when going out for drinks. The tasty bit here is that generally guys don't have to deal with the same complications that plague women.

This and a couple others at Ads of the World.

Fist bump to JenW for the tip.

Some things don't change.

For me and most the guys here at Mantone343, the morning routine isn't too different from this ad despite not having been born when it ran. Now if only the "soil-release processing" kept our burnt orange (or clay) colored slacks out of the laundry basket as well as it claimed.

via Found in Mom's Basement

Who needs to haul some ninjas?

If you do, check out this craigslist post. According to the seller:

This car was engineered by 3rd degree ninja super-warriors in the highest mountains of Japan to serve the needs of the man that cheats death on a daily basis. They didn't even consider superfluous nancy boy amenities like navigation systems (real men don't get lost), heated leather seats (a real man doesn't let anything warm his butt), or On Star (real men don't even know what the hell On Star is).

The post is roaring with manliness. In my opinion, that's what makes it great. Ads and commentary that make men out to be bumbling, do nothing, helpless, simple minded, jack asses are the irrelevant ones. There's nothing wrong with being a man. The emasculation of men is what makes most marketing to men stupid and irrelevant. Don't believe me? Watch this. Ask yourself (or the guy nearest you that you asked to watch it) if it makes him feel good about being a guy. Does it make you (or him) want to shop at JCPenny the next time the RIGHT gift is essential?

The Ninja Hauler post reminds me how advertisers should avoid making guys feel like being a man is bad thing. I don't mean to imply that there's anything wrong with having a sense of humor when advertising to guys. What's wrong with this?

...this brute comes with the things us testosterone-fueled super action junkies need. It has a 265 HP engine to outrun the cops. It's got special blood/gore resistant upholstery. It even has a first-aid kit in the back. You know what the first aid kit has in it? A pint of whiskey, a stitch-your-own-wound kit and a hunk of leather to bite down on when you're operating on yourself.

Brilliant. Not every product targeting guys needs to reference ninjas, hot chicks and Chuck Norris. It might help sell a used Xterra though.