Once in a while, once in a very long while, a company comes along that understands its target audience so well that each marketing message seems to be written for every single one of their customers, and potential customers, individually. Chubbies website has had my attention for quite some time because they, with the slogan Sky’s out. Thighs out., are one of those exceptional, growing companies that knows how to connect with their customer base.
For the most part, they make and market just one exceptional product. And they have fun in the process. Their marketing approach is clever, bold, engaging, smart, and as tightly focused as a laser beam.
Raddest shorts in the United States, Raddest shorts on the planet, Raddest shorts in the universe, Most humble shorts company ever.
I look forward to emails from Chubbies. They’re always entertaining while perfectly positioning their brand and products. On Fridays they send a long-form email that’s often loaded with video, animation, or slide shows called the Weekender. They’re the best of the best. This one arrived last Friday under the subject line: Sex Sells…?
Some things just need revolutionizing…
LET’S TALK ABOUT “MALE MODELING”
Look, we know you got a weekend to obliterate, and we respect that. But we also know you’re a fan of revolutions. So lend us your eyeballs, just for a minute, and then, we weekend.
Just four years ago it seemed like the word “shorts” had lost all meaning. You couldn’t walk down the street without tripping over the in-seam of your new longs. That’s when we called upon you to help us revolutionize the shorts game, and look at us now.
But, not all is well in the world of men’s fashion. The current state of “male modeling” is…umm…confusing, to say the least. I mean what in the actual H.E. Double Hockey Sticks is going on?
Let’s take a closer look:
A SERIES OF LEGITIMATE QUESTIONS ABOUT MALE MODELING THAT NEED ANSWERS:
↑ Is this the goal? And if so, did we miss every memo ever sent about male modeling?
↑ Are you supposed to look like you hate the clothes you’re wearing?
↓ Is this how you wear a necklace?
↑ Do you lose points for smiling?
SERIOUSLY. WE HAVE NO IDEA.
But what we do know is how to ignite a revolution. We did it with shorts, and now, we say, let’s do it with male modeling.
THE FUTURE IS NOW. BUT REMEMBER:
↓The wind is your friend.
↓ Don’t let anyone re-touch your photos, unedited is the new edited. i
↓ Use props wisely.i
i ↓ Always put your best face forward. i
. ↓ Teamwork makes the dream work. .
. ↓ If you’re in your underwear, and someone takes a picture, you’re technically an underwear model. .
i ↓ Maybe you’re born with it?
i ↓ Either way, don’t forget where you came from. Bring your best friend along for the ride.
i ↓ Know that sometimes you’ll be asked to do more than just be really, really, ridiculously good-looking.
. ↓ Do let it go to your head. You’re a Male Model. Tell EVERYONE.
. ↓ Every walk is a catwalk.
. ↓ But don’t forget to slow down and give yourself a little me time.
. ↓ The line between work and vacation is gunna get a bit hazy.
. ↓ Over time your talent will grow immensely.
. ↓ You don’t need to wear a cape. Just make sure you carry a towel.
. ↓ As we said, the future is now:
The Male Model Revolution is Afoot.
So there you have it. In a world that tends to be overly politically correct, all things to all people, and servw all masters, Chubbies Shorts bows only to those who, when the sky’s out have their thighs out.
[Transparency: I’m not in any way affiliated with Chubbies Shorts and am not compensated for this post.]
By Stephen Brockelman
As a Sr. Writer at T. Rowe Price, I work with a group of the best copywriters around. We belong to the broader creative team within Enterprise Creative, a part of Corporate Marketing Services.
A long and winding road: My path to T. Rowe Price was more twisted than Fidelity’s green line. With scholarship in hand, I left Kansas at 18 to study theatre in New York. When my soap opera paychecks stopped coming from CBS and started coming from the show’s sponsor, Proctor & Gamble, I discovered the power of advertising and switched careers. Over the years I’ve owned an ad agency in San Francisco; worked for Norman Lear on All in the Family, Good Times, Sanford and Son, and the rest of his hit shows; and as a member of Directors Guild of America, I directed Desi Arnaz in his last television appearance— we remained friends until his death. In 1988 I began freelancing full time didn’t look back.
In January 2012 my rep at Boss Group called and said, “I know you don’t want to commute and writing for the financial industry isn’t high on your wish list, but I have a gig with T. Rowe Price in Owings Mills…” I was a contractor for eight months, drank the corporate Kool-Aid, became a TRP associate that August, and today I find myself smiling more often than not.