I've always thought that the idea of targeting women for man-items was a bit chauvinistic, stereotypical, what-have-you. Kind of a, men can't fend for themselves, women do the shopping and the homemaking sort of mentality. I have to say, as a media planner with experience on CPG brands, stereotypes exist for a reason. There generally/usually/almost always exists sales data, if not behavioral data, to support the stereotype, or no-one would keep targeting as such. But, I'm still not a huge fan.
I am going to give the below Old Spice ad a Get Out of Jail Free card, because it is absolutely hysterical. And, while it speaks to a woman, it plays up male humor. Win-win. I would love to see the programming list on this one - overtly female? Male? Both? I'm curious. Anyone work on Old Spice, care to comment?