Imperial Blue’s Men will be Men ad is both humourous and relatable across genders

Indeed Men will be Men

Seagram’s Imperial Blue ‘Men will be Men’ advertising campaign features real life elements in its situational advertising that is highly relatable.

As advertising alcohol is not possible, the brand opted to do a slice of life piece picturing the modern day man in his bid to impress the opposite sex.

The ‘Men will be men’ tagline is the brainchild of advertising big wigs Ogilvy & Mather.

Seagram’s Imperial Blue was launched in 1997 and targets male audiences in the 25 to 40 year old age bracket, with many of them being able to relate to the “Men will be Men” campaign.

Laced with humour and irony, the advertisement depicts how the modern Indian man is constantly trying to impress the opposite sex as well as other men by virtue of his weakness for all things feminine, often landing up in embarrassing and unwanted situations.

The fun element is mainly the depiction of men as being incorrigible when it comes to getting attention from women and how they want to go the extra mile to come off as gentlemen too. And often how the sight of a female leaves them quite helpless in wanting to impress.

The fact that the subtle situational comic scenes in the TVCs are a direct representation of the kind of anecdotes a typical young Indian would share with his friends over a drink makes this campaign all the more appealing.

The ad also features popular ghazal singer Jagjit Singh’s “Pyaar ki raah mein chalna seekh…” penned by Ajay Gahlaut, exec. creative director at O&M.

The ad campaign continues to run mainly on television and new digital media, making men smile self-consciously and women chuckle condescendingly saying, “Men will be men.”



MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene