Telling men how to be brave [read:decent] human beings is tricky. What it means to be male has some ingrained, and unhelpful, maxims. Ogilvy has found a fascinating way to get men to watch and listen – using one of the most deeply rooted expressions in popular language to challenge gender stereotypes and rethink what we understand as bravery. In Spanish, men’s balls, the symbol of male bravery are referred to colloquially as eggs.
So, The Ministry of Equality and Ogilvy present Por huevos to challenge gender stereotypes.The campaign turns around a cliché historically linked to toughness to show that “having eggs” today means standing up for what’s right, dressing however you like, kissing who deserves it, or showing vulnerability without fear.
In the campaign film, actor Paco León makes an egg frittata, while discussing manliness in a direct and ironic tone, making eggs both a metaphor and a magnet for attention. The spot aims to connect with new generations and spark a necessary debate: how language shapes our understanding of courage and social roles.
“This campaign is yet another invitation for all of us to question what kind of masculinity we have and how we want to live it. We would like it to foster reflection, a change, about those toxic attitudes. To draw a line between masculinity and machismo,” explained Guille Fernández and Pablo Poveda, creative directors at Ogilvy.
The hero film was produced by Agosto under the management of Hogarth, that also handled post-production. The full campaign covers television, radio, digital media, and press in Spain starting September 8.
Por huevos is intended not to be just a slogan but a manifesto that reinterprets a familiar expression to give it a new meaning, transcending advertising to become a cultural statement.
Credits
Client: State Secretariat for Equality and the Eradication of Violence against Women
Client Contact: Noelia Acedo
Creative Agency: Ogilvy
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Javier Senovilla & Juan Pedro Moreno
Client Services Director: Carmen Pablo
Creative Directors: Guille Fernández & Pablo Poveda
Creative Team: Izarbe Moreno, Pablo Piqueras, Gal·la Basora
Account Director: Irene Díaz
Account Supervisor: Alicia Aranda
Account Executive: Blanca Grosso
Talent Manager: Clara Sanchís
Head of Social: Sofía Martínez
Social Media Manager: Gema Martín
PR & Comms: Enrique Caballero
Hogarth Executive Production Director: Aaron Lago
Hogarth Executive Producer: Pablo Riaño
Hogarth Producers: Luna Utrero
Production Company: Agosto
Executive Producer: Belén Gayán
Producer: Olmo Heras
Director: Ester G. Mera
Director of Photography: Lluís Martí
Post-production Coordinator: Álex Gigán
Editor: Pablo Marchetto
Hogarth Head of Post-production: Elena Nebreda
Hogarth Post-production Manager: Javier Rodríguez
Hogarth Post-production Coordinators: Miguel Jarillo & Álvaro Monzón
Colour: María Nualart @ Only Postproduction
VFX Lead: Laura Pereyra
VFX Artists: Laura Pereyra & Juan Ramón Herrero
Animation & Motion Graphics: Laura Pereyra
Sound: Iberian Media
Media Agency: t2ò
