While we hardly equate putting on mascara to stuffing underwear with socks, this ad certainly got our attention.
Intrigued? So you should be.
This ballsy new video campaign from Benefit Cosmetics dubbed "Real Men Don't Fake It," features a host of male characters in tight-fitting garments that display unusually large "packages".
The women around them appear rather excited, although not quite for the reason you'd think.
Without giving it away I will say the ad ends with one of Benefit's more popular taglines: "Laughter is the best cosmetic."
The campaign was designed to promote the cosmetic company's They're Real mascara, which promises consumers eyelashes so long and thick, they look fake.
Benefit Cosmetics director of Marketing, Claudia Allwood believes the video "is so overt it can't possibly be taken seriously," but she admits there are some fans "who won't love it".
'"We wanted to find a clever way to play on real versus fake double-entendre," she says.
Recognise some of the impressive males in the ad?
Jersey Shore's Vinny Guadagnino, comedian Brittany Furlan and actor/rapper Simon Rex were chosen to star in the campaign due to their popular online profiles.
So what do you think?
Do half-naked men have a place in make-up advertising? Or should they leave it to the glam supermodels?
- © Fairfax NZ News
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