The three 30-second spots created by AMV BBDO teach men how to befriend other men in time for "the friendliest day of the year" - St Patrick's Day on 17 March.
The ads, "man hug" and "smiling" and "conversations with a stranger", will go on Facebook, YouTube and on Pub TV.
"Man hug" tells viewers to approach a hug with caution, with arms stretched out to create "a frame" and keep half a foot between each other's crotches. The ad warns men not to nuzzle or smell another man's hair.
The ad's copy writer was Aidan McClure, with art direction by was Laurent Simon. Matt Dilmore was the director and Epoch London was the production team. Carat handled the media planning and buying.