The film, created by Publicis South Asia, shows a man talking to the camera while performing ‘manly’ things. It opens with him saying ‘Man hair is different’ as he is about to chop the bark of a tree with his axe. When he does, a sculpture of a woman is revealed. After driving in a vintage open top car with two young women, he’s shown displaying his biceps while holding a bunch of grapes, saying, ‘You gotta’ care for that man hair’. If one doesn’t, the message is that they’ll end up looking like a bear – like the one he scares away with his scream while lifting weights in the woods. Seated next to his milk and cookies at night, he exhorts viewers (men) to get a shampoo that has something men love – not the attractive young women who pop up, but the beer that follows. He picks up a bottle of Park Avenue Beer Shampoo from the bathroom shelf while two young women in the background enjoy themselves in a tub. He warns men not to drink it, justbecause it’s a ‘beer’ shampoo. After getting his hair shampooed by the women ‘like a man’, he goes on to say that the beer makes hair shiny and bouncy.