Metro Shoes, ahead of International Men's Day, celebrated on 19 November 2024, has rolled out a campaign 'Trust Men To Do Better' to highlight how modern men are contributing to society and changing the traditional narrative. 

The campaign features an ad film that illustrates the behaviour and efforts of modern man across various aspects of life. It highlights how appreciation has encouraged him to believe he can and should do more. The ad showcases relatable moments, such as the protagonist being praised by his parents during a Diwali visit, supporting his sister during her startup and a female colleague acknowledging his small gesture of dropping her home. The protagonist recognises his enjoyment of this appreciation for simple acts of presence and check-ins, without diminishing their value. He also looks forward to being trusted with larger, more significant roles and responsibilities.

This new film continues the Father's Day campaign narrative by using the same cast at the same location.

What we think about it: Redefines masculinity by celebrating the evolving roles of modern men through relatable moments. It portrays progress and appreciation effectively. Although the message is empowering, it mainly highlights men’s evolving roles without addressing their challenges. True equality should include all genders and recognise the unique pressures men encounter. The brand's International Men’s Day campaign could have explored issues more deeply, but it seems they opted to extend the narrative from their Father’s Day campaign. This could be a strategic choice, or they may simply be capitalising on a single brand narrative, like they did here too.

The campaign was rolled out on YouTube and Instagram on 15 November.