Puma’s ‘Propah Lady’ campaign came out in October-end. Conceptualized by Digitas, the idea was to, “counter the conventional idea of what makes women ‘proper’ and redefine it. It celebrates the shift from women being told what to do, to them writing their own rules”.
Gillette’s ‘Man Enough’ campaign was launched for International Men’s Day (Nov.19th) and, “challenges the enduring stereotype on why men are taught to not show their vulnerability, not to show their emotions, not to cry because it makes them weak”. The campaign is created by Grey India.
Both campaigns challenge stereotypes and try to break established notions of what a man/woman should do, how a man/woman is supposed to behave.
The tone of both films couldn’t be more different! Puma’s film has a goofy, irreverent tone, while Gillette’s film has a somber and utterly serious tone! Puma’s film pokes fun at stereotypes, while Gillette’s film makes a fervent and emotional appeal to look beyond stereotypes. I’d love to see the tones reverse… in their films next year!
In a way, do I notice a stereotype in the tones used?
‘Women need not be serious and proper and can be goofy, let-your-hair-down too’.
‘Men need not hold the weight of the world; they can express their real emotions too’.
Also, both films collide in one sentence used in the Puma film:
“She who cries
She who lets him cry”
But, unlike both these films that take tones that are polar opposites, here’s The Man Company, using the perfect middle-of-the-road tone, featuring Ayushmann Khurrana to sell the longer-than-needed film!