metro or über?
NEW YORK, Oct. 11 /PRNewswire/ — JWT (formerly J. Walter Thompson), the world’s oldest advertising agency and the largest agency in America, has named the top ten men it defines as übersexuals. These are men who embrace the positive aspects of their masculinity or “M-ness” (e.g., confidence, leadership, passion, compassion) without giving in to the stereotypes that give guys a bad name (e.g., disrespect toward women, emotional emptiness, complete ignorance of anything cultural outside of sports, beer, burgers, and athletic shoes).
Marian Salzman, Executive Vice President, Director of Strategic Content, JWT Worldwide, points to übersexuals in her new book, The Future of Men, as a significant segment of the young male demographic that advertisers and marketers too often overlook. The media are so busy portraying men as womanizers, wimps, or clueless oafs constantly looking to women for direction (ever see Everybody Loves Raymond?) that they’re missing an important shift among the population in the real world.
Salzman, the trendspotter who first predicted the rise of metrosexuals two years ago, believes the days of metro are numbered — in part because of a backlash against their overstaying their 15 minutes of fame. Guys want their M-ness back. They’re tired of taking their behavioral and fashion cues from their female counterparts and from men’s magazines that boil men down to their basest, most simplistic selves.
Metrosexual or Übersexual? How to Spot the Difference
* Both are passionate, but the über is passionate about causes and principles, while the metro is mostly passionate about himself
* The über spends more time grooming his mind than his hair
* Both treat and respect women as equals, but the über considers other men, not women, his best friends
* The über is more sensual and not at all self-conscious; he doesn’t need other people to tell him he’s sexy — nor does he plan his errands around which shop windows offer the best reflection
* The metro gets design tips from the Fab Five; the über gets them from his travels and interest in art and culture
* The über knows the difference between right and wrong and will make the right decision regardless of what others around him may think; the metro knows the difference between toner and exfoliant — and worries that he’s using yesterday’s brand
“The descriptor ‘über’ was chosen because it means the best, the greatest,” says Salzman. “Übersexuals are the most attractive (not just physically), most dynamic, and most compelling men of their generations. They are confident, masculine, stylish, and committed to uncompromising quality in all areas of life.”
JWT’s Top Ten
Here, in reverse order, are the top ten men JWT says embody everything über:
10. Jon Stewart: He is outspoken without regard to what other people think (as evidenced by his skewering his hosts during this year’s Advertising Week). He is supportive of women and pokes fun at himself in a self-deprecating way.
9. Guy Ritchie: His masculinity is unquestioned even though he’s married to one of the world’s top music icons. (In fact, gravitating toward strong women tends to be an über trait.)
8. Pierce Brosnan: His James Bond strength was never compromised when we watched him publicly mourn his first wife (and raise her children). He has Remington Steele’s classic elegance and savoir faire.
7. Ewan McGregor: A handsome, fashionable family man, McGregor is versatile enough to go from riding his Harley Davidson around the world to walking the red carpet. He is comfortable in his own sexuality.
6. Barack Obama: At the DNC, he managed to marry sentimental love of family with a new face of patriotism. And he looks sharp in a suit.
5. Arnold Schwarzenegger: He journeyed from body builder to mega movie star to politician, all the while keeping his shoes buffed and hair in place. He has succeeded in every challenge he’s faced, and he has a Kennedy for a wife.
4. Donald Trump: Love him or hate him, Trump is a man who is certain about what he wants and sets out to get it, no holds barred. Women find his power almost as much of a turn-on as his money.
3. Bill Clinton: A born charmer with Southern roots who is not afraid to cry. He is a supremely confident, decisive leader. And he has supremely sexy hands.
2. George Clooney: He appreciates the finer things in life (including his villa on the shores of Lake Como), and he is strongly bonded with and loyal to a cadre of male friends. His timeless image has allowed him to rise from B-sitcoms to box-office hits, some of which he’s directed and/or produced.
1. Bono: He’s global, socially aware, confident, and compassionate, and he commands a huge base of followers who are fans of his music — and his humanitarianism. Is it any wonder rumors are swirling about a Nobel Peace Prize?
