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October 23, 2014
Esquire and BFG 9000 Tag-Team: 'The Mentor Act'
 
Our society has been facing a series of issues. The amount of trouble scenarios may be the most our society has seen, and this is only the beginning.

We and many of our colleagues have spent most of our attention on the rise and treatment of women. Rightfully so, because they have had a very long path to travel. But in the U.S.A., lately there has been a severe lack of attention paid to how we treat men — young men and boys in particular. We wrote about this before when we covered the rise of the hyper-masculine man commercials, but the young men are having significant trouble figuring out what it means to be a man, and how to find mentors who will show them those ways.

Making sure women get what they deserve and ending negative treatment is very important; don't get us wrong. But overcompensating the point shouldn't also be considered correct.

It took Esquire and its partner agency BFG 9000 to start a serious conversation about males and mentors. See the ad below.



What if those now-inmates had positive male role models? What if those male figures thought it would be a positive impact on a child's life to mentor? BFG 9000 tackled this direction very differently, but we are interested to see where they were going.

This ad campaign hits on a serious topic. So let's see how serious Esquire and BFG 9000 take it.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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