151. Deconstructing masculinity | BrewDog vs Droga5 | John Lewis & Megaforce

A study conducted by Dove Men+Care found a mere 7% of men worldwide relate to depictions of masculinity they see in media.

As advertising plays a crucial role in creating and projecting masculine ideals, Lori Meakin, founder and chief executive of The Others & Me, Sofia Ewuraesi Bodger, senior strategist at Analogfolk, Oliver Gibson, strategy partner, BBD Perfect Storm, and David Fanner, a consultant on Ogilvy Consulting’s UK Behavioural Science Practice, discuss what more can be done to better represent modern men.

Campaign work and inspiration editor Imogen Watson and reporter Charlotte Rawlings discuss Saatchi & Saatchi’s choice of Megaforce to direct its debut John Lewis & Partners Christmas campaign, and recent allegations BrewDog’s “Beer for your grandchildren” bears a striking resemblance to creative pitched by former retained agency Droga5 London.

Related articles:

BrewDog's 'Beer for your grandchildren' faces claims over similarity to Droga5 pitch

John Lewis & Partners picks director for Christmas ad

Mayor of London's interactive 'Maaate' film challenges men to call out misogynistic behaviour

Maaate…why are you so angry?

How masculinity is shifting in advertising

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