The Idea

To reimagine Cosmopolitan’s iconic Sexiest Men franchise, we flipped the premise on its head and dialled up every cliché associated with objectification. Instead of presenting a polished celebration of male attractiveness, we intentionally exaggerated the genre with over-the-top poses, excessive body oil and deliberately cheesy creative direction.

To amplify the satire, we introduced a local South African comedian who unexpectedly photobombed the shots, disrupting the fantasy with awkward, humorous interventions.

The result was a self-aware campaign that challenged traditional portrayals of desirability while creating highly shareable content.

The idea extended through a partnership with a pizza brand, leaning further into the campaign’s unapologetic cheesiness. Unified by the tagline “Slice Slice Baby,” the collaboration transformed a well-known editorial property into a culturally relevant campaign that delivered humour, engagement and a fresh perspective on what it means to be “sexy.”