Australian actor and Politix brand ambassador, Dacre Montgomery, is encouraging men to show more of the man they are in its new campaign via Fabric (part of the TBWA\Sydney Group), which explores what holds young men back from being their own man.
Rather than only showing one side of themselves, the hypermasculine side, Dacre’s performance highlights the importance of men embracing the many other aspects of the man they are.
The film features a private conversation between Dacre and a series of other Dacres, each an aspect of himself he has been holding back.
Says Keenan Motto, co-founder and Creative Partner of Fabric: “To build on the platform The Gentle Man we 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.”
The campaign evolves Politix’s brand platform The Gentle Man, launched in its Autumn/Winter
campaign, which seeks to redefine modern masculinity.
Says Megan Voss, Head of Marketing at Politix: “This season we are 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.”
Agency: Fabric – Part of the TBWA Sydney Group
Media Agency: Thinkerbell