It’s a frustrating moment for feminism and a confusing time for young men. In the wake of #MeToo, masculinity has become an explosive topic. Advertising’s hyper-masculine “ideal” has both reflected and contributed to the formation of what’s recently been dubbed “toxic masculinity” – the catch-all term for extreme gender performance in men, covering traits like dominance, emotional unavailability, and sexual aggression. Probably it’s the right moment to drag male stereotypes in marketing out of the ’80s and into a more inclusive discourse.