Marketers are making a new pitch to men$---$at the risk of political incorrectness. Marketers for firms such as Unilever and Wendy's were frustrated at their inability to reach young male consumers with their messages. After searching for clues about what this crowd like, these firms created marketing campaigns designed to grab their afttention$---$perhaps at the expense of other consumers. Some advertising is designed to appeal to "bad boy" attitudes, lobrow humor, and sex.