Macho Marketing

In the days leading up to the Super Bowl, there was a bit of controversy over an ad that depicted a semi tractor-trailer barreling down residential streets and forcing smaller cars off the road. A trucking industry group was rightfully concerned that this ad reinforced negative stereotypes about the drivers in their industry.

If the group was paying attention, they'd know that they aren't the first victims of a new craze of "macho marketing," a movement apparently attempting to appeal to those who want to buy themselves some tough.

The ad in question is for a sports drink and it depicts this semi rolling through neighborhoods. As manly men see it pass, they take up some sort of manly activity and pursue it. By the end, there is a big studly procession following as the semi forces the Red Bull truck off the road.

I first noticed this trend when I picked up my normal body wash. Though not very manly, I like body wash because it works better. However, that wouldn't be a good enough reason had I not been reassured by the packaging that the product "won't wash away testosterone."

Phew, close one. I was on the verge of being less manly.

The sad thing is that these pleas appeal to the lowest element of masculinity -- the competitive, insecure, tough-guy, fight-fight-fight inner self that is just dying to be given a marketing rational to abandon rational thought.

Are men really so insecure that these tactics work?