MasculineCurves

Djimon's Package

When I opened the September issue of Vanity Fair I nearly fell out of my chair and smacked my precious head. Was I delirious, or did I just see Djimon Hounsou’s package? Nope, it was his package alright. Right dab in the front of the magazine’s 415 page annual style edition. In last month’s Critical Analysis I described a Calvin Klein ad as “boring and uninteresting” and inferred that the brand was losing its edge. I must recant that statement after seeing this three-page spread (inside cover) featuring Hounsou endorsing the new CK underwear line, Steel.

Okay, so it might not be so unpredictably provocative to see male models in tightie whities plastered all over the pages of a fashion magazine. But I remember a time when the closest thing to a black man in an underwear ad was Shemar Moore striking a pose for the occasional Undergear catalogue, and that’s just about as authentic as…uhhmm… Shemar Moore hosting SoulTrain. So it’s not a far stretch to conclude that the only thing  mainstream culture finds more intimidating or overly fantasized than a black man is an African man. That’s why I was both surprised and delighted to see Hounsou in this position (so to speak). It looks like Calvin Klein might be forward thinking after all.

The above image is just part of the spread. To see the conversation piece you’ll just have to go out and buy your own copy. LOL.

[photo credit: Peter Lindbergh for Calvin Klein]

A Critical Look at the World of Fashion Imagery

Whether we rush out to pick up the current issue of our favorite high-end magazine when it hits the news stand, or wait patiently for the subscription to arrive in the mail, we can't deny that these full-color glossies are like miniature art galleries featuring the most notable photographers, designers, and creative directors in the world.  It is not uncommon to pick up an issue of Vogue, GQ, or Vanity Fair and see a print ad photographed by the likes of a David LaChapelle or a Mario Testino.  Just as with any collection of art, these ads are worthy of a critical analysis. As a new feature at MasculineCurves.com we'll periodically be taking a look at the good, the bad, and the ugly in advertising imagery. Here's what caught our attention this month:

Best Tribute to an Icon
We're not certain this approach has proven effective for the once thriving jeans manufacturer, but Guess certainly knows how to pay homage to a timeless  Hollywood icon. The company re-energized its brand in 1993 when it hired Anna Nicole Smith as spokesperson and conjured up those Marylin Monroe/Jayne Mansfield inspired print ads.  In this 2007 ad the model is more reminiscent of an innocent Norma Jean.
Best Interactive Campaign
One of the few natural beauties in the entertainment industry, Selma Hayek lends her passionate sophistication to the Campari brand.  This campaign cleverly splashes on to the web with its series of video vignettes featuring Ms. Hayek as a mysterious sultry guest at the Hotel Campari.  Check it out at campariusa.com.

Most Boring
Does anyone remember when Calvin Klein was one of the edgiest and most controversial brands in fashion? The only words to describe this ad are "boring and uninteresting"  He appears to be confused as to why he's at the shoot, and jeers to the make up artist who gave her that charcoal heroine addict eye treatment. So '90s.

Most Artistic
Dolce & Gabbana is probably the most gay forward fashion advertiser in the industry.  Not only do the ads tend to feature a lot of candied men in the buff, but D&G has been so bold as to place these ads in mainstream publications such as GQ.  So once you're done salivating over the bods on the guys, we dare you to take a closer look at the shear artistry of this campaign at dolcegabbana.it.
Most Deceptive
Here's a classic case of pulling the wool over your eyes.  We love Halle Berry, but has she sold her soul to the devil? We don't think so.  The Revlon headline reads "Today flawless feels weightless."  The only thing flawless here is the use of Photoshop. Seriously, are we to believe Ms.Berry doesn't have pores?  


Best Overall Print Campaign
And the MasculineCurves nod for Best Overall Print Campaign goes to Christian Dior.  Featuring lavish use of color, dramatic lighting, and intricate styling everything about this campaign tells us that Dior is the most luxurious brand in couture.

A word about advertising on MasculineCurves.com

As you can see, we’re making a few changes around here.  This includes our venture into the big, bad, world of online advertising. If you're a regular visitor, you may be thinking that contradicts something I posted back in January,  “MasculineCurves is committed to remaining free of advertising in 2007.”  Yes, I know. I’m not a politician, so I’m not supposed to contradict myself.

Let me break it down for you.  Simply put, as this site’s webmaster, editor, writer, photographer, secretary, and head floor scrubber, I am foremost committed to its most critical goal – STAY ONLINE.  I also believe in following best practices when it comes to business.  To restrict revenue by not offering an advertising program on an emerging e-zine is simply not a best practice.  Income generated from advertising sales will be used to purchase software upgrades, hire freelance writers, and, of course, scout out the most unique men of all colors to feature in our original physique galleries.  (Isn't that why you're here in the first place?) 

After several months of careful consideration, I’ve decided now is the right time to take this leap. Unlike traditional media, internet ad servers operate in a manner that practically lets webmasters to choose the advertisers, instead of them choosing us.  If done right, advertising can actually contribute to the quality of an e-zine or blog.  Over the next several weeks I'll be working with our ad servers to develop a program that promotes products and services I hope you find useful, and ultimately enhances your
MasculineCurves.com experience.  Sure there may be a few glitches here and there, but try to imagine Times Square without bill boards.  It just wouldn’t be that exciting.

We're here. We're queer. Now get us a beer!

New   York, NY-Tonight the Commercial Closet Association (CCA) will honor companies that best demonstrated the inclusion of GLBT persons in their advertising campaigns in 2006.  CCA’s Third Annual Advertising Awards will showcase over 80 high-profile print, television, and interactive ads from companies and advertising agencies nominated this year. 

“Despite a decline in the number of GLBT characters in ads this year, it’s encouraging and exciting to see several new companies and brands added to our list of nominees,” said Michael Wilke, Executive Director of Commercial Closet Association.

Nominated for the night’s top honor of Outstanding Commercial are Subara, IKEA, Nissan, Lifetime, Sunsilk, MTV, and Orbitz, along with their respective ad agencies.  Past winners in the Outstanding Commercial category have included 2005’s Diet Pepsi "Guy Watcher" commercial starring Queer Eye for the Straight Guy’s Carson Kressley and United Church of Christ’s "Night Club" in 2004.

The winners will be announced this evening at the Time Warner Center in New  York City. Click here to view the full list of nominees.