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The new book called Brand Washed by Martin Lindstrom, the marketing guru and prolific writer, has also spotted that we see to have more and more shirtless and semi-naked men in ads - and asking why.
In his pre-publicity he asks: Is the entire population of men gay? And goes on to say "Well if one should judge the question based on the pack design of Calvin Klein, Armani or BOSS underwear, the full page spreads for colognes or the front cover of Men's Health, the answer would be yes. So, for Brandwashed we initiated the first fMRI study ever conducted on why these images of half-naked men appeal to straight men. I won't reveal the answer but it is food for thought – not only for what these ads are going to look like in the future but also at our wives' and girlfriends' dinner tables."
I will let you know the answer and his thoughts once read the book!
But seems there is some sort of cultural trend, but also they work!
Athena uses French athletes in their ads
A video about the making of the ads, where all the crew also end up making the ads without clothes on:
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