It's a technique beloved of the beer category but also a counterpoint to the PC brigade. Importantly, good blokeish campaigns generate high levels of likeability and can develop into long running campaigns. Expect classic examples from Bud & Castle and newer examples from First for Women, Doritos, Axe & Audi.
Nike took a risk. Now it’s laughing all the way to bank. The Money Show's Bruce Whitfield interviews advertising expert Andy Rice.