Sunbeam challenges stereotypes in new 'Real Men Cook' campaign via The Works Sydney

Press_release_image.jpgHome appliances brand Sunbeam has launched 'Real Men Cook' a campaign that challenges stereotypes of the Aussie male by uncovering what domestic duties men really enjoy as well as those that satisfy and arose their partners the most.
 
Created by independent Sydney advertising agency The Works, the campaign is now live and will run across social media, radio and in-store POS.

VIEW THE CAMPAIGN FILMS
Real Men Cook is the result of a high tech study conducted by Sunbeam that looks at women's physiological and emotional responses to their male partners doing domestic chores and compares this against more stereotypical 'manly' activities such as watching sports, D.I.Y, sawing wood or drilling holes.
 
A first of its kind in Australia and conducted by Neuro-feedback U.K. company MyndPlay, the experimental study revealed that men clued up on culinary capabilities fare better than their macho counterparts when it comes to women's arousal and happiness.
 
The experiment put 20 real life Australian couples through scenario based scientific testing to determine what duties carried out by the man made the woman the happiest and most sexually stimulated. For example, hand crafting a coffee or mixing a cake both outperformed using a power drill or sawing wood.
 
To help further understand why women are more drawn to men who are competent in the kitchen, Sunbeam shared the research with relationship educator and sexologist Dr. Nikki Goldstein to interpret.
 
Goldstein suggests that nowadays, women want different things from their partner. She states they don't always need someone who can fix things or handle power tools and that cooking or baking can be a more thoughtful gesture in today's busy society.
 
Says John Turnbull, general manager, marketing at Sunbeam: "Real Men Cook is a great initiative to kick off working alongside The Works. We are really impressed with how the creative agency got behind this human interest campaign."
 
Says Kevin Macmillan, creative partner and founder at The Works: "This is a refreshing change for not just Sunbeam but the category. When I walk in-store it's hard to find a reason to choose one brand over another. Building some kind of emotional connection intrinsically linked to the product is one way to start changing that. 'Real Men Cook' extracts many human insights and will create positive conversation for Sunbeam on peoples' mobiles via Facebook, Twitter and Instagram and then right through to the point of purchase."
 
Agency - The Works
Kevin Macmillan - Founder & Creative Partner
Leo Bajzert - Creative Lead / Copywriter
Leighton Edridge - Art Director
Matthew Poulier - Creative Project Leader
Rhian Mathias - Creative Project Manager
Damien Hughes - Strategy Director
Vanessa Hartley - Social Strategist
 
Sunbeam
Tim Anderson - Product Marketing Manager
John Turnbull - General Manager Marketing
Isaac O'Leary - Digital Marketing Manager

11 Comments

Really! said:

You went to all that trouble to find out whether woman enjoy seeing their men cook?

The world has gone crazy with cooking reality shows which scream out:
'men love cooking'.

Incredible discover guys

RAZOR said:

This is an utter and complete waste of media space.
How about having a decent advertising idea for a change?

Suicide Watch said:

Oh Faaaark!
Hand me the gun,i can't take any more of this puerile shit.
Where did we go so wrong!!!!

Neuromancer said:

Attention Powered Blender

Unreal said:

Even if one ignores the lame strategic insight and poorly made videos, this campaign (and the hundreds of others of its ilk) is doomed to fail.

Who the hell is going to see it?

No-one is going to share the damn thing because they have much better things to do.

It's not going to 'create positive conversation for Sunbeam on peoples' mobiles'.

No-one cares about this shit.

If they'd done a funny 30 second TV spot at least there is the potential to reach a mass audience.

But this is just a colossal waste of time and money, no doubt led by some smooth talking planner spouting crap about content.

It's bollocks.


Curious said:

I tried to watch one of the videos. But I just couldn't endure it.

I'm with Unreal. Just do a funny ad for fuck's sake.

Wake up said:

Remember not too long ago when stunts and experiential ideas were all the rage and the ad industry became aroused by 'flash mob ideas'?

Branded content falls in the same category, but ad agencies will keep fooling themselves and their clients into believing it's the future. It's not!

It's just another fad and as you can see, yet another 'style' that is becoming more banal by the day.

To think 1000's of 'likes' and shares makes a good campaign only demonstrates naivety and stupidity.

what the...? said:

I just lost 20 seconds of my life. Seriously though, what has this achieved? What's so good about it and whats the point?

s said:

"Emotional connection intrinsically linked to the product"

!t's an electrical appliance!

Do you actually understand what you're saying??

Copywriter said:

A blender that will satisfy and "arose"...

Looks like the copy is as good as the concept.

Matt said:

So many whingers. Obviously the campaign is working. Negative advertising is still advertising. Lighten up. Better than seeing yet another McShyts ad or 'oh so Australian and healthy' takeaway junk food ad appearing on Facebook.
Reality TV can do what they like and broadcast it as 'entertainment,' at least Sunbeam make and are advertising a decent product with purpose rather than numbing more minds to senseless dribble.

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