Men make progress in Jules' new spot

This new campaign for French fashion retailer Jules explores the relationships men have with themselves, with friends, women, family and careers, and takes us on a journey to examine what it means to be a 21st century man.

Created by AIR Brussels and directed by Julien & Quentin through HAMLET, the spot, called Men in Progress, uses humour in a bid to detoxify the stereotype of masculinity and diversify the vision of the modern man. The 80-second spot addresses some of the outdated alpha-male interpretations of what it means to be a man. Gone are the days of only being considered a man if you're tall, strong, sensitive, paternal, decisive, stylish, fearless and brave. Instead, being subtle, emotional, house-proud, modest, patient and confident is the new, rebooted approach to masculinity.

"Julien et Quentin understood that we needed to strike the perfect balance of humour, drama and authenticity instantly," said Arnaud Bailly, Creative Director of Air Brussels. "They worked seamlessly alongside our client, our social strategist and our creative department to deliver a film that we are extremely proud of."

"We wanted to highlight that there is not really a right or wrong answer to the often-asked question, 'what does it mean to be a man?'," explains Julien Martorell, one half of Julien et Quentin. "We wanted to show the right tone, without taking the moral high ground, that was very important to us. As well as showing something optimistic, something to make the viewer smile."