The typical male?

I think I want my audience to be a real mans man, someone who other men idol, like danny dyer, with a typical male sense of humor, I think this kind of Northern man is a great example of how a man would like to treat a woman in front of his firends but can't without getting a slap in the face or drink over him. Some quotes like 'buy her breezer and she will ride you like sea biscuit' is what a idol man would say relating women as objects and relations for sex:

Max and Paddy is another classic example which also uses classic chat up lines for women but shows how women react to such chat up lines and how offended they get with such cheesey chat up lines. This puts the man back in his place of alpha dog and shows that, that way of talking gets men no where all though they wish it would.

get

How not to live your life is a classic example of things to say to women from a mans point of view simply relating to sex and so. I think that it this is a good thing to look at as these chat uplines are always unsucesscul where as the kleenex tissues are the complete opposite.

This video is another typical man one, it starts off making the watcher think that it is about the man and womanbeing together where as in actual fact it is him and his beer. drink, women,feck as father Jack would say, notice drink comes before women

This video in my opinion is fantastic, it shows how much men milk things such as a cold, it is funny because it states that altuh me and women get the same illness it is always worse when a man has it. The advert shows how he woman is expected to stay the same all the time and cater to a mans everyneeds.

This shows how a man suddenly changes after he gets what he wants and the woman instantly does as well, his relation to the woman is the slave, he goes straight back to his tv and then just wants soething to drink and not to get it himself. (back to lazy)

The final video is another from how not to live your life and shows how awkward a man can make it to be to have sexual relations even when he has almost got her into bed, this states how dirty men canb and how their sense of humor is genius.

Witin the analysis of these videos I have a better in sight to my audiences funny side, natural side and sense of humor, I think that my man has to have something a lot different than the classic soft touch kleenex campaign to appeal

Woman's opinion on the stereotypical man

http://www.datehookup.com/Thread-251347.htm

Because I'm a Man

Because I'm a man, when I lock my keys in the car, I will fiddle with a coat hanger long after hypothermia has set in. Calling the AAA is not an option. I will win.


Because I'm a man, when the car isn't running very well, I will pop the hood and stare at the engine as if I know what I'm looking at. If another man shows up, one of us will say to the other, "I used to be able to fix these things, but now with all these computers and everything, I wouldn't know where to start." We will then drink a couple of beers, as a form of holy communion.


Because I'm a man, when I catch a cold, I need someone to bring me soup and take care of me while I lie in bed and moan. You're a woman. You never get as sick as I do, so for you, this is no problem.


Because I'm a man, I can be relied upon to purchase basic groceries at the store, like milk or bread. I cannot be expected to find exotic items like "cumin" or "tofu." For all I know, these are the same thing.


Because I'm a man, when one of our appliances stops working, I will insist on taking it apart, despite evidence that this will just cost me twice as much once the repair person gets here and has to put it back together.


Because I'm a man, I must hold the television remote control in my hand while I watch TV. If the thing has been misplaced, I may miss a whole program looking for it...though one time I was able to survive by holding a calculator...(applies to engineers mainly).


Because I'm a man, there is no need to ask me what I'm thinking about. The true answer is always either sex, hunting, sex, cars, sex, tractors, sex, fishing, sex, sports or sex. I have to make up something else when you ask, so don't ask.


Because I'm a man, I do not want to visit your mother, or have your mother come visit us, or talk to her when she calls, or think about her any more than I have to. Whatever you got her for Mother's Day is okay; I don't need to see it. And don't forget to pick up something for my mother, too.


Because I'm a man, you don't have to ask me if I liked the film. Chances are, if you're crying at the end of it, I didn't...and if you are feeling amorous afterwards...then I will certainly at least remember the name and recommend it to others.


Because I'm a man, I think what you're wearing is fine. I thought what you were wearing five minutes ago was fine, too. Either pair of shoes is fine. With the belt or without it, looks fine. Your hair is fine. You look fine. Can we just go now?


Because I'm a man, and this is, after all, the year 2009, I will share equally in the housework. You just do the laundry, the cooking, the cleaning, the vacuuming, and the dishes, and I'll do the rest.... like wandering around in the garden with a beer, wondering what to do.


This has been a public service message for women to better understand men

Other alternatives to tissues

It came to my attention after a series of results located on my design practice that a lot of people tend to use their sleeve as a snot rag in comparison to a tissue, ir in this case kleenex. Out of curiosity I searched this on facebook and there is a group with over 20'000 members for 'using your hoodie as a sleeve when you cry/ have a runny nose' which is a little related to females with the crying but lets face it everyone does it whether or not they admit it is another matter in fact. below is a screen shot from thier brother page which is correlated of work with 'likes' it is only at 264 likes at the moment but it has not been up that long. This proves that it is not just men who use their sleeve as a tissue.

The audience

So first of all to understand the audience, I need to know what their bad points are. Ideally from a women's perspective which is what I have done, According to this website women's ten main problems with men are:

Now of course none of these have anything to do with Kleenex/ tissues but it gives an audience to an average typical male, a greater understanding, as a male I can honestly agree with those things as I do all of them. However I will prepare a little quiz asking men to tick next to the things they do.

Kleenex men.

This advert covers a lot of main areas of the male audience.

what do men love/ want to be:

tough

muscled

bull dog - scary

footballer

respected

rock star

This advert covers all these things with some gentle music which shows how gentle and soft the Kleenex tissue actually is.

Video campaigns

In my opinion this is one of kleenex's finest moments on screen, I love hoe they have thought everything out so well by using celebrities as icons that appeal to everyone.

Again a greenpeace advert anti tree cutting:

old kleenex advert:

student stock animation which is very interesting and looks fun but not very commercial.


Cute advert about students caring about their poorly teacher.

Kleenex Research

In looking at kleenex tissues I discovered that they have quite a few smart design concepts but I believe that they are not being marketed well enough. Below is a photo of a smart campaign for Kleercut whom are a greenpeace organisation against the manufacture of tissues as trees are used to make them. Although I don't want to focus on that side of campaign but more on what kleenex has already produced.

This is an interesting dispenser for the Kleenex anti bacterior soap displayed in Europe. I think that the product works but is a bit discomforting due to the thought of having what appears to be snot all over your hand...

Again this is an interesting tissue box which makes tissues more cool to men, I know that I would sooner have one of them in my house than a tissue box, just because it isn't just a tissue box.

This advertisment was interesting due to the fact they appealed to both audiences, but mostly men by increasing the tissue size, but Kleenex's existing statistics mentioned on the brief states that men think that the pocket packs are to big to carry around in their pocket due to them making the pockets bulky.

This is a women advertisment which to me can be seen by how delicate the type used is and the hand, it almost looks fragile, I believe that my campaign has to be the complete opposite.

Below is a photo of the pocket sized tissues:

And a photo of one of the male packaging designs for the tissues.

And then a more up to date version:

In all I think that I need to make everything male and from a mans point of view, but I need to make sure that everything I use is proven to be fact.

Another market whom did this is Yorkie, with the famous quote: 'It's not for girls!'

As well as researching into what was commercialy produced I thought that it would be a good idea to check out what other competitors in previous kleenex competitions produced, Below is a set of four ads which sum up the stereotypical male:

Beer:

Games:

Cars:

and Gym:

On an opposite campaign this kleenex is more about male than for males, I think that it doesn't work well as a set but one of these on their own would be genius:

Again male = football - appeals

The lynx effect - if it gets the opposite sex their in.

Another students campaign interesting concept but dull graphic design in my opinion, unproffesional use of colour and pretty boring.

I do however like this piece below, I think its cute but doesn't target the right audience unfortunetly.