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.

Ad Nut Ad Nut gathers ads from all over for your viewing enjoyment. 
Because Ad Nut loves you.

Need more ads? Visit Ad Nut's colleagues:
Campaign UK | Campaign US | Campaign India 
Campaign Turkey | Campaign Middle East


Related Articles

Just Published

2 hours ago

Mediabrands, R&CPMK launch tool to integrate brands ...

UpstreamPOP helps brands identify the next big TV show or feature film and helps them broker brand integration deals.

2 hours ago

Ogilvy PR ups Rahul Titus to new global role

Agency has promoted UK and EMEA head of influence to the new role of global head of influence.

2 hours ago

FleishmanHillard’s head of influence fuels outrage ...

TikTok creator Rob Mayhew posted a sketch on LinkedIn yesterday calling out the hypocrisy of agencies working with fossil fuel clients, which now has over 100,000 views.

2 hours ago

Indian athlete Dutee Chand and girlfriend wear ...

A campaign titled #WearYourPride was launched to encourage the LGBTQ+ community to stop running away from themselves and to celebrate equal rights for all genders.