Media define what we think of ourselves. In women's case, through years of perseverance, their portrayal changed dramatically over the course of history. Men, mostly due to societal expectation of appearing cold and unfeeling, were overlooked.

More than half of men admit that media negatively impact their sense of success. This statistic rises the younger the generation. They do not see themselves in ads, they feel worse and worse when the success presented by media is not what they achieve or not where they are yet.

Our main objective is to show that anything related to success should not actually be defined by anyone. It is and always will be an individual matter, as there are as many success stories as there are people.

A man's truest smile - with imperfect teeth, gums, irregular facial hair, is not something you see often in media, if ever. This is immediately contrasted with a straightforward claim. This is success. It almost immediately redefines success as an emotion, which is a much more abstract concept than what we've been fed through media and admits that as society our success will be representing men in an authentic way.

Success should make someone feel fulfilled. Strict definitions of success (especially in men's cases) don't leave space for the intangible emotions. We're juggling the openness and honesty of Gen Z with the walls of unfeeling that society has put in every man joining it.

This ad is not showing any specific type of man, as well as it's not calling a "manly man" to see it. If men are targeted mostly by media showing successful men, even the word "success" becomes a CTA almost tailor-made for them. Anyone would like to know if there's a shortcut to success - we're just about baiting the viewer to think that there is. It will attract men, but it will not repulse women - it might bring everyone closer together, by focusing on the authenticity.

We're not forcing anyone to change their goals or showing them any specifics, as they already are pressured enough - but we're making sure they're aware that truly, they will know when they have achieved success - and it's only for them to decide when the feelings are right. This is all we need for now, as this process of change must start gently.