The billboard appears on the corner of two streets in central Cape Town and is presented by Bronx, “makers of the world’s manliest shoes”. It features a stubbled, but otherwise respectable-looking, man gazing piercingly out into world.
No ad to show here.
Here’s the deal, every time anyone likes Bronx’s Facebook page the man’s beard will grow little more. Or as the shoe company puts it: “More likes = More Beard”.
Once you’ve liked the page, you also get the chance to watch a live feed of the billboard — which is about as riveting as you imagine it is.
Why is Bronx doing this? The answer’s quite simple really: “to make the world more manly, one strand at a time”.
There’s a competitive aspect to the campaign too, as users can invite their friends to like the page. Each one that does will push that user up the leaderboard. Users also stand the chance to win a year’s supply of Bronx Men’s Shoes.
I’m guessing there are a few ladies out there who wish there was a dislike button they could use to pluck hairs out of the guy’s beard.