Ad Nut
Jun 17, 2016

Is using a male model for sanitary pads odd, or just sound strategy?

Does a man on an ad for sanitary pads signal a remarkable commitment to gender neutrality or just a lack of creativity?

Is using a male model for sanitary pads odd, or just sound strategy?

Ad Nut is a little confused. Why is there a man, who has probably never had the use for them, endorsing sanitary pad products in an ad spotted on Facebook?

Ad Nut understands that the fellow, South Korean actor Seo Kang Jun (서강준), could obviously be seen as very aesthetically pleasing. But is this reason enough to have him endorsing a product that is aimed at women, and one which he’ll never even use?

According to many netizen comments, yes it is. Many believe that it doesn’t matter that he is endorsing the product in the place of a female celebrity, because at the end of the day, it is whether or not people see the product in a positive light. And with Seo Kang Jun at the forefront, with his bright face and endearing pout, how can anyone think differently?

However, as one might expect, some do feel weird that a man is promoting a woman’s product. Some cleverly 'questioned' whether or not the pads were actually intended for men, and gave amusing possible uses Seo Kang Jun could consider, such as treating nose bleeds, keeping his ears warm when winter returns to Seoul or for resting his pretty head at night.

Ad Nut wonders whether the advert is gearing toward a more gender-neutral era, with its breaking of the advertising norms. More likely the thought process was quite simple: Seo Kang Jun is known to capture the attention of the target market—young women who would jump at any opportunity to catch another glimpse of him. So perhaps the use of a male model was a genius strategy to generate buzz and discussion. And if the consumer response is anything to go by, Ad Nut thinks it worked.

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