'Real' Guys Pose in Underwear in Dove-Like Fashion Campaign

Forsman & Bodenfors Campaign Sets Out to Challenge Calvin Klein 'Industry Standard'

Published On
Sep 16, 2015

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Dove has made its name by using "normal" women instead of stick-thin models in its ads. But what about the plight of men, also put to shame by hairless hunks with six-packs posing in ads selling men's fashion and toiletries?

Norwegian fashion brand Dressmann has taken this to heart, with a campaign through Forsman & Bodenfors that places "real men" in front of the cameras.

Not only that, it contrasts their bodies, with chest hair, beer-bellies, freckles, cellulite and tattoos, with the smooth abs of male models. The footage is set to a cover of Billy Joel's "Just the Way You Are" by Swedish singer Maja Francis, putting another reverse-spin on a society's perceptions of men.

While some might say this is just a copy of what Dove has done, the male problem, apparently, is a real one. Dressmann cites statistics (from varied sources) that say 80% of men are dissatisfied with how they look, 8-11% of all school boys are testing steroids and 38% of all men are willing to give up a year of their lives to get the perfect body.

Take a look at the Behind the Scenes film for more on the background to the campaign, in which the agency explains how it's setting out to challenge the "industry standard" set by Calvin Klein.


Sep 16, 2015
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Forsman & Bodenfors

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