"After my mom died, I went to the same movie every day for a week, a buddy comedy about two divorce mediators who sneak into weddings to seduce women. The Vince Vaughn-Owen Wilson bromance in Wedding Crashers was a hilarious, heartwarming distraction from my blues. So I was happy, 20 years later, to see the real-life friends in Xfinity ads reprising their roles, bro-ing out on a sleepover where they watch sports and get ready for a Vaughn specialty: pancakes and guac."
"Then I noticed other bro commercials: seriously buff comic actors Kumail Nanjiani and Rob Mac aiming to make DirecTV hip, sparring in fur coats, tinted aviators and lots of bling as they watch sports. Buddy bonding Scrubs BFFs Zach Braff and Donald Faison are singing, dancing and hanging in the hood, sometimes with Jason Momoa and John Travolta, pushing T-Mobile."
"And the Big Kahuna: Al Pacino and Robert De Niro bring the Godfather vibe to a campaign for Moncler focusing on their friendship, titled Warmer Together. It's strictly business, but it's also personal. I was startled by all the cool male friendship ads, given the alarming stories about an epidemic of male loneliness and a diminution of friendship and romance in the lives of men, especially young men."
A bereaved viewer found comfort in repeatedly watching Wedding Crashers and recognized the comforting Vince Vaughn–Owen Wilson bromance. Two decades later, the same actors reunited in an Xfinity ad staging a buddies’ sleepover with sports, pancakes and guacamole. Additional campaigns pair celebrities—Kumail Nanjiani and Rob Mac for DirecTV, Zach Braff and Donald Faison for T-Mobile, Matthew McConaughey and Woody Harrelson for Salesforce—and center on playful male camaraderie. Al Pacino and Robert De Niro appear in a black-and-white Moncler campaign emphasizing intimate, nostalgic male friendship imagery. These adverts evoke traditional male bonding amid rising cultural concern about male loneliness.
Read at www.mercurynews.com
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