Millwall fans are starring in a new campaign for Rock Face, as it urges people “Don’t Judge a Bloke By His Cover.”
It’s been developed by the BIG Partnership in Manchester and seeks to subvert stereotypes and encourage audiences to look again at the person behind the label.
The brand commissioned research, which found that one of the biggest barriers for British men “is the story other people decide to tell about them” and it’s urging people to “look again at the bloke they think they already know.”
Rock Face added that it wanted to back ordinary men and reflect real life, “not the extreme or negative versions of masculinity that are often shown in the media.”
“We know a lot of blokes feel like they’ve been put in a box. This campaign is about showing the man behind the label and backing him. We’re not telling men to be less ‘manly’ we’re saying that looking after yourself and talking when you need to is part of being a bloke,” said James Wilkinson, CEO of Rock Face.
“If it helps more men feel understood, and more of them talk, that’s good for them and good for the retailers who support the brand.”
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As part of the launch, Rock Face is working with men’s mental fitness charity Talk Club.
“Talk Club, is all about connection. Real men, being real with their emotions. We create safe spaces for men to open up, to talk about what is going on for them and connect,” explained Ben Akers Co-Founder and Co-CEO Talk.
“It all begins with ‘How are you? Out of 10?’ Then following up with a ‘why?’ and – it always seems to end with a hug. So when James and his team told us about this idea we of course wanted to be involved. With their help we’ll be adding to our 150 clubs around the country, starting with one in the cafe in Millwall where this film was made.”
Rock Face stated that “modern masculinity is defined by connection, heart, and presence, not bravado or outdated stereotypes as seen in Lois Theroux’s latest Netflix documentary Inside The Manosphere.”
The campaign was created by Unbound, BIG Partnership and Sam Teale Productions.
