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ATLANTA Maxim magazine has launched the second phase of its “Endangered man” campaign from Crispin Porter + Bogusky.
The new work includes a Web site, endangeredman.com, that details many of the activities and interests of “typical” men and the threats society poses, such as manicures and tofu.
“There’s some cultural truth to it,” said Rob Gregory, group publisher of the magazine. “Dudes want to be dudes and girls want them to be dudes.”
The campaign carries the tagline “Man’s natural habitat” and positions Maxim as the leader of the effort to save man from “mantropy disease,” a condition invented by CP+B to describe the effects of the social assault on traditional male attributes.
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