New Zealand's MSD spreads the love

This new campaign for New Zealand's Ministry of Social Development asks an interesting question: What if working on love became the biggest flex of all?

Created by McCann Group Auckland and directed by Stefan Hunt through Exit, the two-minute spot, called Love Flex, is the latest iteration of the MSD's ‘Love Better’ Prevention Campaign.

The campaign flips the familiar bravado of male competition around size, strength and machismo into a friendly rivalry based on making better relationships and what it takes to build them, making it something worth bragging about.

The campaign comes as young people are increasingly exposed, both online and through everyday conversations, to harmful messages and attitudes about masculinity, women, sex, and relationships - many of which are amplified and celebrated by the ‘manosphere’; messages which can normalise the objectification and disrespect of women.

The Love Better programme is grounded in the belief that while love can be complex, it should never be harmful, and that young people have the right to positive, safe and equal relationships, and to know how to build them. So, rather than focusing on what young men should not do, Love Flex offers a positive alternative by positioning working on their relationships as something to be proud of.

“Young guys will try to one-up each other over pretty much anything," said Angelo An and Alan Jones, McCann Group Creative Directors. "So, why not flex the work they put into love? We want Love Flex to become a thing guys call out to their mates, or even themselves. Because that’s the stuff worth making noise about.”

“If we want more people to work on relationships, we need to show it’s worth it," added Jake Firman, Head of Strategy, Wellington (McCann & OMD). "There’s a lot of bravery in working on love - trying to be a good listener and communicator, showing up for the hard convos and being honest and open about your feelings. Our creative challenge was to make these things desirable.”