So, I’ve been working on this book about postmodern male identity for some time called BE A MAN, and Brandon, a colleague of mine, passed along the text of a recent Dockers ad campaign they’ve labeled the “Man-ifesto.” Here’s the ad content:
Once upon a time, men wore the pants, and wore them well. Women rarely had to open doors and little old ladies never crossed the street alone. Men took charge because that’s what they did. But somewhere along the way, the world decided it no longer needed men. Disco by disco, latte by foamy non-fat latte, men were stripped of their khakis and left stranded on the road between boyhood and androgyny. But today, there are questions our genderless society has no answers for. The world sits idly by as cities crumble, children misbehave and those little old ladies remain on one side of the street. For the first time since bad guys, we need heroes. We need grown-ups. We need men to put down the plastic fork, step away from the salad bar and untie the world from the tracks of complacency. It’s time to get your hands dirty. It’s time to answer the call of manhood. It’s time to wear the pants.
And here’s a revised version/response from a blogger known as Heartless Doll, which I think kinda rules:
Once upon a time, men didn’t have anyone questioning their shit. They wanted to be congratulated for opening doors and walking across streets. Men were in charge because they kept everyone else down. But somewhere along the way, women wised up and were like, these dudes are fucking assholes and we’d like some freedom and autonomy now, please. Somehow, dance music and delicious coffee made it so that men couldn’t wear the official pants of middle management, left stranded on the road between ageism and misogyny. But today, there are questions scholars, feminists and other people who speak truth to power would like some answers to. The world does not sit idly by as activists fight against the actual evils of the world while some pants company complains about coffee. For the first time since bad guys, we realized that the heroes were often the bad guys. We need grown-ups who don’t whine about dance music. We need men to not be ushered into oppressive gender roles and to eat salad if they want to, and ladies, too. It’s time for everyone to get their hands dirty. It’s time to answer the call of gender equality. It’s time to wear whatever the fuck you want.