For decades, advertising for men has often been reduced to a single, rigid narrative—strength, silence and invulnerability. From macho slogans to glossy campaigns, masculinity was shaped into a mould that rarely acknowledged individuality or authenticity.
However, as society began to challenge these long-standing stereotypes, brands mirrored this narrative and started experimenting with their messaging. The rigid stereotypes over the years are giving way to authenticity, awareness and representation. Brands are now stepping into the shoes of cultural commentators, redefining what it means to be a man in the 21st century.
The Era Of Conformity
Back in the 20th century, advertising campaigns depicted a stereotypical, machismo-led idea of a man. Campaigns celebrated the ideal man as tall, fair and extremely muscular, with an air of unshakable confidence and an unquestionable sense of dominance.
This narrative placed undue pressure on men to conform to a single stereotype to be celebrated and praised as a “man”, often leaving normal, working-class audiences grappling with self-doubt. Men’s products, especially in categories like cologne, shaving and clothing, relied heavily on inflating the “man’s persona” by directly linking desirability to materialistic traits. Campaigns of the era demanded conformity to tropes.
Though these themes may have been effective in selling products, they created a sense of imposter syndrome for the common man, distancing them from their intuitive, emotional side and pushing them to become idealistic depictions.
Breaking Down Gender
The turn of the century marked a shift in society with advertisers breaking the barrier on difficult topics like modern masculinity, stigmatised issues and giving way to men’s emotions. Harmful stereotypes that not only affected women, but men also started facing flak and fading out of the conversation. It was advertising campaigns like Dove’s #RealBeauty or Always’ #LikeAGirl that paved the way for authentic, stigma-breaking storytelling. It gave marketers and advertising professionals the push they needed to redefine the definition of gender through thought-provoking ideas.
The shift was particularly visible in brands tackling issues once deemed taboo, including mental health, well-being and finance. Instead of perpetuating outdated tropes, campaigns began acknowledging the underrated parts of being a man in today’s world.
A Progressive Perception
Perhaps the most transformative change is observed in the men’s wellness category, particularly sexual health. Historically, this space was dominated by conventional condom ads featuring imagery, appealing to hyper-masculine fantasies. As time passed, new-age intimate wellness brands are rewriting the script, emphasising science, objectivity and awareness through humour, creative ideas and on-ground activations.
Through diverse campaigns, these brands are helping normalise conversations around sensitive topics like erectile dysfunction, performance anxiety and sexual health. Instead of relying on tropes, they foster trust by addressing real concerns with a touch of relatability, seamlessly transitioning into the heart of the issue without trivialising it.
This authenticity resonates with a generation of men seeking not just solutions, but understanding of the core issue. As the definition of masculinity continues to change, brands across the country are beginning to align their campaigns with these new narratives. While this progress is encouraging, it marks just the beginning. There is significant potential for more campaigns to push boundaries, foster inclusivity and redefine the way masculinity is portrayed in the years to come.
(The author is the Co-Founder and CEO of Bold Care)
