Georgia-Pacific Corp., Metrosexual Paper Towels

It seems everyone's job is in jeopardy these days, even fictional endorsers. The Brawny Man on the packaging for Georgia-Pacific's Brawny paper towels since 1974 was "fired" at the end of 2003 to make way for a more up-to-date looking Brawny Man.

The original man got lots of wardrobe changes over the last 30 years, though he almost always wore plaid, but the company decided it was time he retired for a new, more sensitive guy. (The new guy still wears plaid, albeit red and orange. Check out his style history here.)

The press release from the company reads, "Gone is the blond hair and mustache. The Brawny Man for the new millennium is dark-haired, dimpled and clean-shaven, although he still wears his familiar plaid shirt." The new guy appears multi-ethnic and his new commercial proves him to be "metrosexual" too.

In a bit of an ironic twist, the introductory commercial features the two men together, side by side, in TV chairs watching a soap opera. (They're still just packages of paper towels, but can speak without animation.)

"Be strong, Hope," says the younger Brawny Man to the flickering screen in front of them. "You can't tell me you're enjoying this," says the other in disbelief.

"Hope is about to reveal her true love," says the younger Brawny, earnestly. "Who cares?" asks the older. "Who cares?! James cares! When he finds out Julia is in love with Brad...!"

The older is speechless. "Hey, don't give me that look," says the younger in disgust. (Again, no animation or movement at all.)

"New Brawny, now with a softer side," says the announcer, referring to the actual paper towels.

This ad does not specifically deal with sexuality, except for the oblique rejection by the older man of soap operas, clearly not a macho enough endeavor for a lumberjack. Its intent to make the younger Brawny Man more sensitive, even "metrosexual," might still be read as gay by some however -- by gay men as well as traditionally macho heterosexual men, and social conservatives.

Brawny is the No. 2 paper towel brand, which the Atlanta-based company acquired in 2000 as part of its purchase of Fort James Corp.