Toro Magazine

In a sea of men’s general interest magazines, Toro lacked the necessary positioning and identity needed to attract young urban male readers. After much research, John St. learned that the magazine’s writers were not only respected for being in-the-know on topics such as women, drinks, cigars and fashion, but prized for the wit they used to write about said topics. That became the insight behind the campaign: use that sly voice to reach men.

The result was “What men need to know.” In keeping with the tone of the magazine, print ads and TV spots offered tips. In one spot, viewers were told that, despite what they may have heard, “What happens in Vegas doesn’t always stay in Vegas,” illustrated by a man’s clear discomfort at the office urinal. Another print ad advised readers not to iron their denim, as “Nothing says serial killer like a man who irons his jeans.”

Before the plug was pulled on the magazine, it enjoyed a 5% increase in overall paid ad pages while the industry suffered a 3% decline. The campaign itself won accolades, including being shortlisted at Cannes.