I have another Costco example for you. I was in the soaps and creams isle and overheard a young husband say that he wanted to get some obviously manly soap. His wife asked him "Why?" (strike 1- why question him? he's allowed to be an adult and pick his own soap)
He answered that he liked the scent of it. She countered that there was nothing wrong with "our stuff at home." (strike 2 - the term "our" is not applied very well to scented items)
He said, "I like how this smells. What do you think?" and held it up for her to sniff. She pulled her head back and refused to sniff it! (strike 3! - you can bet your last nickle that had SHE held something up for him to sniff, and he had pulled away, she'd have pitched a holy fit!)
I wish I had seen this commercial before I saw the Costco tiff. I'd have reminded her that emasculating her man will come back to haunt her. I couldn't help wondering that if she questions him so badly on the soap issue - what else is she hammering him about?
The Costco tiff perfectly illustrates the point of this ad and our masculinity series. Men should get to be real men, from how they smell to how they dress. A supremely simple thing like your man having his own "manly smelling soap" might go a long way to reinvigorating the healthy side of the gender divide. When the sexes can play off each other, in everything from scent to dress to mannerisms, respect is increased, our individual senses of power and individuality are reinforced. We are better versions of ourselves, rather than androgynous clones, totally lacking in individuality.
A few more style vignettes from GQ...