Brut's Slapping Game Calls Old Spice Guy's Masculinity Into QuestionS

Reader Stephanie V. let us know about Brut's new feature on their website, Some Men Just Need to be Slapped. The…game (?) presents Man in a Towel, clearly meant as a parody of the Old Spice character:

Brut's Slapping Game Calls Old Spice Guy's Masculinity Into QuestionS

You are then invited to slap him with various items:

Brut's Slapping Game Calls Old Spice Guy's Masculinity Into QuestionS

In each case the hand shown slapping him is a woman's, though for some reason when you click the option to slap him with Brut, it's just an empty hand, not the actual bottle. Presumably her palm has Brut on it.

You can also then choose who should be the next slapping option - a character called The Incident (a parody of The Situation from Jersey Shore) or a mime:

Brut's Slapping Game Calls Old Spice Guy's Masculinity Into QuestionS

Brut is going with the theme common in men's hygiene products, which is to reinforce a certain stereotypical type of masculinity. Their website refers to Brut as "essence of man":

Brut's Slapping Game Calls Old Spice Guy's Masculinity Into Question

As Stephanie says, "I didn't even know they still made Brut - but clearly they're trying to hone in on the Old Spice crowd by challenging their manhood." And how better to denigrate a guy as insufficiently masculine? Show him being slapped by a woman, of course.

This post originally appeared on Sociological Images. Republished with permission.

Brut's Slapping Game Calls Old Spice Guy's Masculinity Into QuestionS



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