Meet the World's Most Pretentious Man, aka 'The Polyman'

Menswear Ad Parody for U.K. Designer Discount Mall Promotes Style Without the Effort

By Emma Hall. Published on Oct 20, 2015

Editor's Pick

To promote the luxury men's outfitters -- including Balenciaga, Givenchy, Hunter, Dunhill and Savoy Taylors Guild -- at British designer discount mall Bicester Village, agency Just So has created a humorous film that mocks the kind of designer-obsessed men who take themselves too seriously.

The online spot features an immaculately groomed hero who describes himself as "an architect, a sculptor, a filmmaker… and more." He invites us to admire his "enormous studio" and talks about his passions: "telling stories" and "feeling paper" and his "unquenchable thirst for knowledge."

He even goes on to coin the term "Polyman" for a man who is a polymath, and glides noisily about his studio on his Segway. The ad asks, "Too much?" and suggests a trip to Bicester Village, "For style that's effortless."

Richard Ascott, managing director of Just So, said in a statement, "Luxury menswear comms have become quite generic. An aesthetic that started out as fresh has been overused and we felt it was ripe for parody. Bicester Village wanted men to understand it is not an effort to shop there and it was fantastic to be able to have some fun with this."

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Oct 20, 2015
Just So
Bicester Village
Creative Director:
Jonny Madderson
Creative Director:
Jono Stevens
Art Director:
Jessie Williams
Ben Partridge
Jonny Madderson
Jono Stevens
Rosie Box
Jonny Madderson
Ross Hallard
Sound Design:
Director of Photography:
Charlie Goodger

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