This 2015 commercial for skincare brand Gold Bond features retired professional basketball player Shaquille (Shaq) O’Neal advertising Gold Bond Ultimate Men’s Essential Lotion. The ad starts with a closeup of Shaq holding the lotion, saying, “Think of Gold Bond’s Men’s Lotion as honey…” The camera zooms out as three women walk towards him, and he says, “…and here come the bees. Bzzzz.” The ad ends with another closeup of Shaq saying, “Man up with Gold Bond.”
How is this product marketed towards men? Do everyday skincare needs differ by gender? Is “regular” lotion, or lotion not specifically labeled for a particular gender, considered only for women? Why or why not?
Why do you think the company created a “men’s lotion” line?
What stereotypical notions of masculinity are referenced in this ad? How are they referenced?
What does the ad imply about men using the product in terms of attracting women? How are the women in the ad portrayed?
How would the ad change if the gender roles were reversed, or if everyone were the same gender? Would it still make sense? Why or why not?
At the end of the ad, Shaq looks into the camera and says “Man up with Gold Bond.” What does it mean to “man up?” Can women “man up?” Can we “woman up?”