Men from Australia
Drive Holden Commodore, or Subaru Forrester or Ford Territory four-wheel drives
Wear Lee designer Jeans one day, Quiksilver boardshorts the next
Drink Bundaberg rum, or VB or Coopers beer. Heineken or Crown lager to celebrate
The growing tendency to marry later in life has created a generation of 20-something Australian men with money to burn, splurging on cars, clothes and having a good time rather than on kids and weddings. Brands with a high price tag are doing well. Nielsen figures for instance show premium beers and spirits growing faster than their mainstream counterparts. “Men are looking to reward themselves and signal their successes at more everyday occasions, causing a threat to the traditional players,” says Justin Graham, strategic planner at Leo Burnett Sydney. When Australian men hit their mid-30s however, a new challenge emerges: to become a well-rounded man that is attractive to women.
Role models Men still look up to sportsmen like Harry Kewell, Shane Warne and Ian Thorpe, but have now been joined as role models for today by the likes of chef Bill Grainger, environmental activist Peter Garrett and business mogul Lachlan Murdoch.
A typical ad Portray products as a reward for hard work, epitomised by the 30-year campaign for Australia’s biggest beer, VB, with its tagline ‘for a hard-earned thirst’. Other common themes are mates together, whether watching football or going fishing; and grounded achievement — depictions of men who have succeeded, but not forgotten where they came from. Audi’s ads based around the concept of understated success have been hugely successful. “Remember, Australia is a fiercely egalitarian culture,” says Graham.
How ads are changing While traditional portrayals remain, the marketer’s repertoire of male-targeted communications now also considers what women will think, as opposed to reward for the man himself. Hahn Super Dry, a low-carb beer sold with copy like ‘Men, women hate your guts’ represents both a product and advertising tapping into the growing importance 30-something men invest in health as a means of staying attractive.
The latest products Brands like Ksubi, Nudie and Diesel have exploded in Australia as the single, affluent man forks out A$400 (US$330) or more on designer jeans to represent his business success, and make him look attractive. Mainstream beer sales meanwhile have been declining for almost 10 years, as men turn to either premium imports as a celebratory treat or less overtly masculine white-spirit pre-mixes.
Objects of desire A nice SUV, a big Sony Plasma on the wall, a laptop instead of the PC
Men from China
Drive VW Passat or Hyundai Elantra
Wear Jeanswest, Baleno
Drink Tsingtao or Yanjing beer, Coke, Pepsi or Sprite for a soft drink, Kang Shi Fu or President tea
Since Mao Tse-tung proclaimed that women hold up half the sky, Chinese men have experienced a continued erosion of their power. Women are rapidly ascending the corporate ladder in the workplace, and while men may still provide food and shelter at home, it is the women who deliver the extras and luxuries that often have a greater perceived value. Meanwhile bars, pubs and sport clubs, spaces once entirely a male preserve, are turning unisex. On the other side of the coin, China’s economic success means there’s money to spend and a barrage of new things to buy, with spending power becoming a new expression of masculinity. Opportunity is up for grabs, says Kunal Sinha, executive director at Ogilvy & Mather’s Discovery insight unit, and men who have achieved rapid success in the new China are today’s heroes.
Role models Business successes such as alibaba.com founder Ma Yun, Baidu founder Li Yanhong and real estate tycoon Pan Shiyi, or sporting heroes such as champion hurdler Liu Xiang or basketballer Yao Ming.
A typical ad Restores the Chinese man to a position of power and control. Contemporary ads show a Motorizr user in control of his environment as buildings slide in concert with his cellphone, Tiger Woods executing a shot that perfectly follows the contours of a Buick Park Avenue, and the Fu Rong Wang smoker enjoying his cigarette in a penthouse office.
How ads are changing Old-style rags to riches stories and depictions of success out of synch with reality, such as the man who buys a Van Gogh for an attractive stranger in a Motorola ad, are giving way to more accessible slice-of-life portrayals. Product-centric ads of the past are also now becoming more emotionally-layered. Men continue to play largely traditional roles however, whether getting physical in the wild and drinking Chivas, or racing in a Ford against a state-of-the-art helicopter.
The latest products DIY is taking off in a big way as a suitably masculine hobby. B&Q plans to double the number its outlets in China to nearly 100 by 2009, and Ikea actively promotes the DIY nature of its furniture. “Wielding a saw or a screwdriver is still seen as the domain of men,” Sinha says. Shopping centres, meanwhile, routinely devote entire floors to men’s electronics, sportswear and musical instruments as the idea of having a hobby becomes more popular. In China’s big cities – Shanghai, in particular – a small but growing metrosexual population is being wooed by cosmetic brands like Nivea and Mentholatum.
Objects of desire BMW or a Porsche, MotoMing or Nokia Nseries, Chivas or Heineken
Men from Japan
Drive Toyota, Nissan, Honda
Wear United Arrows, Beams, Ships, Edifice
Drink Crystal Geyser carbonated water, Oi Cha bottled green tea, Yamazaki and Hibiki scotch
Fashion for men is booming, while articles on business suits are on the wane, as Japanese men become interested in exploring life outside the office. Young fathers now bring their babies into the office during the weekend, and read magazines like FQ Japan and Oceans on how to be a cool dad. Meanwhile, new divorce laws granting women 50 per cent of accumulated wealth have put the final nail in the coffin of the absentee husband and father. In Japan, more than anywhere else in Asia, changes in women are reshaping men. Women are rejecting the old paradigm where he was married to Japan Inc, and she to the home and kids. If there’s to be a relationship, she wants a partnership with an enlightened man.
Role models Fashionable soccer star David Beckham, home-grown Hollywood actor Ken Watanabe, award-winning comedian and film director Takeshi Kitano.
A typical ad The stoic man in a suit. Suntory’s ad for its iemon (sic) green tea depicts the classic old-style patriarch while the brand’s coffee ads capture the stiff upper lip of the Japanese samurai.
How ads are changing The new Japanese man is beginning to pop up in advertising, but not to a significant degree, says Beacon Communications executive planning director, Linda Kovarik. One of the first brands to take up the gauntlet was Georgia Coffee, after the bubble burst in the early 90s. Its campaign showed men at the bottom of their game, and ended with a song about tomorrow being a better day. More recently, a campaign for consumer finance firm Aiful showed the stoic man with a soft spot, borrowing money to buy a chihuahua.
The latest products Japanese men of all ages have raised the beauty bar far above their Asian counterparts. Last summer, the otoko kauru or man’s scent phenomenon took off in a big way, when cosmetics brand Kanebo discovered that chewing rose-flavoured gum produces a fragrance from the chewer’s body that helps mask male odour. The discovery has since given rise to a whole industry, from rose water and oil to confectionery and beverages. Health and sustainability-related products are another growing area, with macrobiotic foods and restaurants spouting up, along with environmentally-friendly cars and detox products.
Objects of desire Mercedes-Benz S-Class, Panasonic DIGA HDD-equipped DVD recorders, Sony Bravia widescreen flat-panel TVs, Nintendo DS Lite portable game machine
Men from Malaysia
Drive Nissan Skyline
Wear adidas Y-3, Levis
Drink Tiger Beer, Johnnie Walker Black Label
Malaysian men are experiencing a growing confidence, embodied by the Malaysia Boleh or Malaysia Can Do It slogan coined by Nestlé for the 1998 Southeast Asian Games. Major Government initiatives in mainly rural areas such as the Cyberjaya Multimedia Super Corridor, Sepang Airport and F1 racetrack have extended this new confidence beyond the big cities and Malaysia Boleh has almost become a national attitude.Meanwhile, Malaysia’s economic success coupled with an open-minded multicultural society has bred a generation of young affluent men who readily tap into global trends. Increasingly metrosexual in their outlook, they shop for amusement, and think nothing of swapping their phones, cars and computers for newer, sleeker models.
Role models Mahathir Mohamad, former PM and credited for Malaysia’s economic success, reality TV winners like Akademi Fantasia winner, Asmawi Ani, successful entrepreneurs such as AirAsia CEO Tony Fernandez and business tycoon Ananda Krishnan.
A typical ad Straightforward and product-focused, usually with a strong macho look and feel.
How ads are changing Marketers in Malaysia are adapting fairly quickly to show a Malaysian man who is comfortable in his own skin. Brand leaders are portraying “real” men in down-to-earth, funny or emotional ways, says Tan Kien Eng, MD of Leo Burnett and Arc Malaysia. In a BumiPutra Commerce ad, a young man doing his cool macho act is later shown seated in a budget, but souped-up car, while Petronas’ Deepavali ad is an amusing portrayal of three hip-hop wannabes brought back to their Indian roots by the appearance of their petite grandmother.
The latest products Products containing the libido-enhancing root Tongkat Ali have exploded in a big way. Following recent research, it’s now also marketed as a health tonic, slimming aid and sports performance enhancer, and is available under a variety of brand names in different forms, from food supplements and RTD beverages to freshly brewed at Malaysia’s ubiquitous corner stall. Grooming and fashion brands also abound, marketed in most cases under a health and fitness label as are slimming centres, fitness clubs, and massage parlours.
Objects of desire A 100-inch Sony LCD flat screen TV, Johnnie Walker Blue Label, Hugo Boss, Armani
Men from the Philippines
Drive A second-hand Honda Civic, Toyota sedan or Nissan Sentra
Wear A casual jeans and t-shirt look, dressed up with a watch and a belt
Drink San Miguel Light, Red Horse beer, Emperador Brandy
More women from lower income households than ever have left behind their husbands and children to seek work abroad, placing demands on men that clash with traditional macho sensibilities. Not only has the Filipino male from these households ceased to become the sole provider, but he’s now responsible for some of the housework too. Established roles are also being challenged by mass media and the internet, portraying alternative paradigms that contradict roles men are used to.
Role models Boxing champion Manny Pacquiao, who rose from humble beginnings, actor Robin Padilla, well known for his run-ins with the law, comedian Vic Sotto, infamous for his rumoured philandering.
A typical ad About virility and power. In ads for multivitamins, the Revicon Max man oozes sex appeal, the The Revicon Forte hero saves women and children at a bomb scene, and five thugs are effortless dispensed by the Rogin E man.
How ads are changing Some ads have begun featuring fathers in a more maternal role. A Huggies TVC shows the father doing diaper duty, while a Downy TVC shows dad minding the sleeping baby. In a society that protects masculinity with almost insane fervour however, any depiction of the once macho Pinoy has to be dealt with in a sensitive way, says Eileen Tan, strategic planner at Ogilvy & Mather Manila. Many more ads, have turned neutral — it’s the whole family that shops at the supermarket together, rather than the man who shops alone. A more noticeable change is a more informal portrayal of men, similar to the idea of lads in the UK, exemplified by ads for VCO Hot Oil and Pepsi Max. “Filipino men don’t want to be seen as soft, but would expect to be shown with a bit of flair,” says David Guerrero, chairman and COO of BBDO Guerrero Ortega.
The latest products Almost half of Filipino men think they’re sexy, according to a global Synovate study — a considerably higher rating than their Asian counterparts, setting the stage for a slew of beauty, grooming and fashion products. Brands like ZIRH and Nivea for Men are found in speciality shops and major department stores, while local publications Manual, Uno, and Metro Him have joined titles like Men’s Health, FHM and Maxim to serve this growing market.
Objects of desire BMW or a Mercedes-Benz, lovingly referred to as the ‘chedeng’
Men from Thailand
Drive A four wheel pick-up, or a Toyota or Honda in the city
Wear Lacoste, or local labels from small boutiques for younger men
Drink Krating Daeng energy drink, Johnnie Walker Black Label
Whereas he was once patient and focused on company goals, today’s Thai man tends to be more ambitious and keen to create opportunities for himself. While entrepreneurship has always flourished in Thailand, it is now the domain of an even younger generation, loathe to tie themselves down to a routine job. One emerging trend is juggling several occupations at once — DJing in the morning, taking care of a small business during the day and freelance writing at night. Largely the result of higher education, Thai men today are more individualistic in their pursuits and independent in their career, says Prayook Viryasiri, strategic planner at JWT Thailand. Freedom is the new aspiration.
Role models Innovative businessman Choke Bulkul, university professor-reporter-TV host and presenter Chamanan Wanwinwayt.
A typical ad Stars a strong but gentle man, who uses his physical strength to save the day. This is best embodied in Krating Daeng’s ‘Real Man’ campaign: in one spot, a man carrying a heavy box gives up his seat to a little old lady, while in another four men strain to shift a parked truck and retrieve a blind man’s flyaway lottery ticket.
How ads are changing Marketers in Thailand have been quick to adapt their ads. Instead of physical strength, male talent now use their head to sort things out. Krating Daeng’s latest execution shows two footballers about to come to blows stopped by a voice-over saying that real men don’t use power to tackle a problem. Meanwhile a Thai version of the bad boy is also starting to appear, although the bad attitude however is often offset by good behaviour. In an ad for the teen-focused Tros toiletries brand, the tough guy whips out his belt to loop it around the ceiling rails of a subway car so a young girl can hold on.
The latest products Looking young is a priority for the party animal as well as active outdoor groups, creating a huge market for male grooming. Cosmetic brands Ctrl and Nivea for Men have been particularly successful, while spa treatments for men have also expanded rapidly from niche to mass.
Well-designed products aimed at the image conscious are also growing in popularity such as Nike’s iPod-friendly Nike+ shoe, Sony Ericcson’s Walkman phone and a watch from Sunnto that analyses golf strokes. Ready-to-drink alcoholic drinks that failed to entice men away from beer and whisky when they launched five years ago have started to enjoy success, led by brands such as Smirnoff Ice, Bacardi Breezer and local player Spy Wine Cooler.
Objects of desire Bang & Olufsen stereo, Porsche Cayenne
