It’s a call to arms – time for men to wear the pants!


Finding the balance between old-fashioned male values and respecting a woman’s independence is a tricky one for the modern male. I’m often blown away by the contrasting choices and expectations of people. ‘He was happy to open the door for me but I can’t believe he actually split the bill!’ is one I heard recently which shows the difficulty in getting things right in these murky times.

When was the last time you helped an elderly lady across the road or carried her groceries? When did you last give some tourists some directional assistance? When did you last pay a stranger a compliment? Tell someone to refrain from cursing? Offer up your seat on the morning commute? Give up your jacket or brolly?

So here’s a golden piece of advertising that wants to reclaim masculinity by firstly wearing the pants. Solid.

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