Stereotypes have an impact on us all. Teens are labeled as tech-addicts, LGBTQ members are either incapable of being loyal or are drag queens. Women are expected to be emotional while men can’t show signs of sensitivity. For example, if a man behaves like a lady at the workplace, he will be seen as less competent than a woman who actually cries. “Be a man” or “suck it up” is what these gents hear when they exceed the limits of masculine norms.

You’ve probably seen at least once the “Distracted Boyfriend” meme, which went viral in August 2017 as a way to show various forms of infidelity. But, have you ever wondered what the story behind it is? Some brands have used it to tell their own stories but, more recently, Jules (Mulliez Group) came up with its own version. What if the guy in the picture is aware of the environment and turned his head to make a kind gesture towards nature?

And it’s not just about the meme. The brand portrays men in different situations in a video, created in collaboration with AIR agency, partner of McCann Group in Belgium, and produced by Hamlet, tackling male stereotypes and debunking them with each shot taken. Directed by the French duo Julien & Quentin, the ad ends by introducing the brand’s message, “Men in Progress.” And if being a man means being ready for progress, then they can do it one bio t-shirt at a time or one recycled pair of jeans at a time.

“Basically, this offbeat spot is aimed at all the men of today ready to join us in changing men’s fashion and changing attitudes,” Benoît Latron, Marketing Director of Jules, says. Arnaud Bailly, CCD at Air, adds: “It was a remarkable experience. I have rarely seen a customer in this sector and of this size — more than 500 stores in some fifteen countries — show so much creativity, both in their communication and in their stores, their product and even their choice of agency: Belgians!”

The brand is committed to dressing the gentlemen who carry progress. To support them, it has created an adventure in which clothes are created to last, to be transformed, and to be reused, being made from recycled materials. In fact, the brand has ten major commitments for Positive Impact Fashion.

Furthermore, Jules aims to enlarge the debate by teaming up with Ben Névert, the famous YouTuber from France and creator of “Entre Mecs.” A series of short videos will tackle themes related to masculinity, such as flirting, breakups, or being a good guy. The first episode is live and you can watch it here (French only).

Credits:

Client: Jules

Contacts: Benoit Latron, Karine Siebenhuner, Maud Grienti

Agency: AIR

CD: AIR Creative Council

Creation: Arnaud Bailly, Karel De Mulder, Romain Félix, John Benois,

Special thanks to: Charlotte Keup, Pauline Héraly, Bérengère Lurquin, Anastasia Bousson, Chantal Gillet, Renaud Goossens, Dominique Ruys, Jason Felstead, Thomas Landeloos

Movie production Agency: Hamlet

Director: Julien & Quentin

VFX and post-production: divide.tv

Sound Production Company: Sonhouse

VO FR: Krisy / @de.la.fuentes

Music: Quentin Garabedian