Bromance ads are everywhere, but they hide a darker truth about men
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.
Al Pacino and Robert De Niro in the new Moncler ad.Credit: Moncler
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.
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.
Matthew McConaughey and Woody Harrelson, stars of the first season of True Detective, showcase the zany Texas chemistry from their real-life friendship in ads for Salesforce.
And the Big Kahuna: Al Pacino and Robert De Niro bring 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........





















Toi Staff
Gideon Levy
Tarik Cyril Amar
Stefano Lusa
Mort Laitner
Robert Sarner
Mark Travers Ph.d
Andrew Silow-Carroll
Ellen Ginsberg Simon