Man Rebooted: HAMLET’s Julien et Quentin Directs ‘Men in Progress’ Spot for Jules
HAMLET directing duo Julien et Quentin direct ‘Men in Progress’, a humorous, fast moving, high energy TV spot which launches on Sunday 1st November for French and Belgium menswear brand Jules, created by agency AIR Brussels.
‘Men inProgress’ aims to detoxify the stereotype of masculinity and diversify the vision of the modern man with an optimistic intonation and addresses some of the outdated alpha-male interpretations of what it means to be a man. Tall,strong, sensitive, paternal, decisive, stylish, fearless and brave versus subtle, emotional, houseproud, tentative, modest, patient and confident: the new rebooted approach to masculinity.
The new campaign explores the relationships men have during their lifetime with themselves,with friends, women, family and careers, and takes us on a journey to examine what it did mean to be a man and what it can now mean.
The filmuses emotion and humour to illustrate a man's progression through a responsible life with a high-speed VO and fast editing.
Arnaud Bailly, creative director of Air Brussels said: "Julien et Quentin understood that we needed to strike the perfect balance of humour, drama and authenticity instantly. They worked seamlessly alongside our client, our social strategist and our creative department to deliver a film that we are extremely proud of."
Julien Martorell, one half of directing duo, Julien et Quentin added: "We wanted to highlight that there is not really a right or wrong answer to this often-asked question "what does it mean to be a man"? We wanted to show the right tone, without taking the moral high ground, that was very important to us. As well as showing something optimistic. Something to make the viewer smile."
Men in Progress is on air in France and Belgium.
