An exploration of what holds young men back from being their own man.
Australian actor and Politix brand ambassador, Dacre Montgomery, is encouraging men to show more of the man they are in its new campaign.
Created by Fabric (part of the TBWA\Sydney Group), the campaign explores what holds young men back from being their own man.
Rather than only showing one side of themselves, the hypermasculine side, Montgomery's performance highlights the importance of men embracing the many other aspects of the man they are.
The film features a private conversation between Montgomery and a series of other 'Dacres', each an aspect of himself he has been holding back.
Keenan Motto, co-founder and creative partner of Fabric, said to build on The Gentle Man platform, the agency wanted to reflect the multiplicity of the modern man.
"While encouraging other young men to express the different aspects of their personality. In doing so this was a wonderful opportunity to showcase the depth Dacre has as a performer," said Motto.
The campaign evolves Politix’s brand platform The Gentle Man, launched in its Autumn/Winter campaign, which seeks to redefine modern masculinity.
Megan Voss, head of marketing at Politix, said this season the company is excited to continue the conversation about modern masculinity.
"The Spring/Summer Gentle Man campaign is an exciting evolution of this discussion, that playfully shows that a man is more than one dimensional, inviting men to show more of the man they are," she said.
Credits:
Client: Politix
Agency: Fabric – Part of the TBWA Sydney Group
Media Agency: Thinkerbell
Production: Collider
