Direct Line Blog

Man up, Brut style

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Man up, Brut style
Man up, Brut style

The infamous “The man your man could smell like” Old Spice commercials of 2010 caught the attention of millions, but will Brut's new “The essence of man” commercials reach the same popularity? Probably not; unless you want your aftershave to make you so tough that you'll magically impregnate your wife…and your dog.

Brut's tagline takes on a new meaning with its 2012 campaign ads. The first features a man applying Brut deodorant while watching the weather. As he applies, the forecast turns brighter and the weather forecaster turns from a man to a woman to a bubbly bikini-clad blonde. Though unlikely, this one's not completely ridiculous.

The second more startling ad stars a man running late and his significant other scolding him to hurry. As soon as he slaps on his aftershave, he becomes so manly that his partner and—in case you weren't disturbed enough—his dog and fish become instantly pregnant.       

In addition to all this, Brut's has a list on its website title "What is a Brut Man?" according to which Brut men “define their own style,” “love to win but realize it's not always about winning,” and “have been the hundredth caller.” (Nowhere on this list does it mention bestiality, by the way.)

Brut is no stranger to eye-catching campaigns. In 2011, it launched a campaign boasting the tagline, “Some men just need to be slapped.” The interactive Facebook page allows users to slap fake celebrity figures with various objects, including the Brut product, a salami, and a pre-nup. The “Playa” features a golfing Tiger Woods lookalike that the user can slap with a tiger's paw, Brut aftershave, and red panties.

Brut definitely wins the slightly unsettling advertisement award of the year for its 2012 campaign. But if "Attention Grabbing Advertisements" were a real category at this summer's Olympic Games, Brut would undoubtedly take home gold.

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