This Is The Man

Although not impressed by the work that's been coming out of Fallon over the past year, I am somewhat envious of their new French Connection For Man campaign. For me it's the strongest work the brand has done since FCUK.

The campaign manifesto sums up the concept thus: "Men have lost the ungentle art of manliness. The man in the street doesn’t know what to bring to a knife fight. He gets nervous around large fish. He can’t tie a full Windsor. Men have forgotten how to snap a bra open with a click of their fingers – women are undoing their own bras to save time! Meanwhile guys are eating little portions of leaves and putting too much gel in their hair. They are wearing t-shirts with dope leaves and robots on them when they are over 22 years-old".

There's some nice TV and print, but so far I've not seen any digital work, which I assume would be a huge part of this campaign. There is actually a cool site called theartofmanliness.com but it seems to have nothing to do with French Connection.