Bonobos expands the meaning of 'masculine' in first national TV spot
The Observatory continues a campaign showcasing the diversity of men's looks and experiences
Jul 18, 2018
Bonobos is back with another marketing push following its Project 172 campaign focused on male diversity earlier this year. The Walmart-owned menswear brand will air a 90-second commercial, its first national TV ad, during the ESPY awards Wednesday evening. In the spot, a diverse cast of men question traditional definitions of the word "masculine." The "Evolve the Definition" campaign will also include a digital and social media push. Bonobos worked with Observatory on the push.