Nothing sells jackets like the prospect of having hordes of hot girls chase you down to use you for sex.
The ad folks over at Jack & Jones clothing company recently launched this campaign for their new line of coats. The hook? Wear our jackets and get laid to the point of emotional distress.
The commercial depicts a sweetly accented, vulnerable guy explaining how girls “take advantage of him time and time again” and lamenting the demise of “romantic dinners, picnics at the beach, holding hands in the park.” “Women are pigs,” he declares, looking sadly off into the distance.
As cheeky as this commercial is—and it is pretty funny—the underlying message is still fundamentally flawed. Men who want romance and emotional attachment? Preposterous. Men aren’t vulnerable or romantic. That’s lady territory.
Of course, here at the Good Men Project we know better. Men do want connection and long-term relationships. In fact, studies have shown that men are more likely to believe in love at first sight than their female counterparts:
“Men, it seems, are more likely to believe myths about love at first sight, tend to fall in love more quickly than women, are more likely to enter relationships out of a desire to fall in love, and yet also tend to fall out of love more quickly. Romantic love, to men, is irrational, spontaneous, and compelling emotion that demands action. …”—sociologist Michael Kimmel, The Gendered Society
And yet isn’t it strange that you still smirk when you hear the guy shout “I just want to be held!” through the bedroom wall?
Each jacket comes with a complimentary pair of headphones in packages showing the different kinds of “girl toy” you could be. Options include “outdoor living macho dude wearing a wool coat,” “casual cool big-city guy wearing a peacoat,” “urban sports hunk wearing a soft-shell jacket,” and, of course, “bad-boy rebel wearing a bomber jacket.”