Today I went out to ASDA because I felt like it and my eyes weren’t feeling up to reading and I wanted to have something comfort food shaped in the house because the big shop I’ve done online doesn’t arrive until tomorrow and I have a rather small range when it comes to what I have to eat in the house. On my way home I was waiting for a bus not really thinking about anything in particular. I then noticed the advert on the side of the bus stop. Initially I thought that it was for a perfume of some sort but no… it was in fact for chocolate milk. When I got home I looked up the adverts and discovered this summary of the reasoning behind the ad:
“Arla Foods are launching Wing-co., a new chocolate flavoured drink designed for men, with a print campaign devised by CHI & Partners.
The campaign, which launches in press and 6$ from 3rd June, is a parody of over-masculine ‘Pour Homme’ fragrance advertising.
Shot by fashion photographer Matt Irwin, the ads show a rugged model performing exaggerated feats of manliness with nonchalance. He is a man, with added man. Be it balancing a huge tree trunk over one shoulder, carrying a full size live lioness or sitting in plus fours sporting a flamethrower, he remains unflustered.
The three executions end with the line “The manly chocolate milk for men with added man.” “
I will admit to being monumentally puzzled as to why there is a chocolate flavoured drink “designed for men” and indeed as to how one designs a chocolate flavoured drink… It’s chocolate milk, I kinda assume it’s a fairly simple process.
I also feel that somebody did not think hard enough about the slogan “The manly chocolate milk for men with added man” (because either they noticed the possible implications and decided they were a good idea (which is an interesting approach) or they didn’t notice them (which is impressive))
My first though I will admit was that “added man” in a milky drink sounds incredibly unappetising particularly when on the bottle there is a target bearing the words “40% higher protein”… I apologise for my mind but when I hear “added man” and “higher protein” I just think of semen. I know it’s childish but it’s a really easy leap to make particularly in the context of an over masculinised image of male-ness.
The thought that followed swiftly after that one was “why would they put bits of a man into chocolate milk, that would stop it being suitable for vegetarians” I then ended up at soylent green.
Neither of those ideas are things which I want popping into my head when drinking chocolate milk. I do not want to think about mulched dead people or semen in that context!
All that set aside, the advert is quite a fun parody of perfume adverts and served to keep me amused for a few minutes while I waited for a bus. Below is the one which I saw, followed by the other two images which are out there somewhere:
I hope you enjoyed this. I will start queuing liked posts again soon. I have 782 of them and am being bad at getting round to adding them to my queue (which only just ran out so I’ve still got loads of time until I’ve not posted for ages). Also I’m reading through A song of ice and fire. I am 400 pages into the 2nd book and I started reading at the beginning of the week. I’m fairly proud of that and it is my excuse for neglecting tumblr. ♥