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I make sense

Missives on media, marketing and more. Edited by Amar Patel

July 11, 2017

Be the bigger man

by Amar Patel in health and fitness


A still from the ad for Lynx's recent #isitokforguys campaign, which tries to redefine masculinity by getting guys to talk about important issues

A still from the ad for Lynx's recent #isitokforguys campaign, which tries to redefine masculinity by getting guys to talk about important issues

A still from the ad for Lynx's recent #isitokforguys campaign, which tries to redefine masculinity by getting guys to talk about important issues

A still from the ad for Lynx's recent #isitokforguys campaign, which tries to redefine masculinity by getting guys to talk about important issues

While researching a documentary project about steroids, I quickly realised that their growing popularity is a symptom of a deeper concern. If more than 60,000 guys are "juicing" in the UK and 10% or 8-18 year olds would consider taking steroids to achieve their muscle-building goals – despite the well-documented side effects – then surely this is a mark of anxiety rather than healthy ambition.

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Amar Patel

TAGS: masculinity, muscularity, steroids, Baywatch, Steve Reeves, Brad Pitt, Fight Club, CALM, Chris SAv, thisgirlcan, isitokforguys, Lynx, Norman Mailer, 72andSunny, Anthony Joshua, Will Poulter, Wiley, Grayson Perry