A question for the men in the audience: have you ever mentored a young person? The answer is almost certainly no, but Esquire wants to change that with the help of 72andSunny and its new “Mentoring Project.”
In short, the magazine enlisted a bunch of celebrities along with three ad agencies to try and sell the virtues of the practice to its uber-sophisticated readers. These spots, which will appear in the magazine as well as on its website/social feeds and video channel, aim to “puncture [the] stuffiness” that leads so many men to sit at home rather than reaching out to the young dudes who need their wisdom.
The idea is that mentoring is a bit less intimidating when framed as a simple sharing of manly pleasures. As the copy on the above ad puts it:
“That idea can seem paralyzing — like we have to be Aristotle or George Washington or something.
But you don’t need to be a philosopher or scholar, boy scout or saint. Men learn by doing. Go. Eat burgers bigger than your head. Together.”
Two more after the jump.