Episode nine of Lynx's "Men in progress" campaign challenges the idea that men shouldn't cry or show vulnerability.
The candid video features stripped-back interviews in black and white with men discussing when they have cried. One of the interviewees even breaks into tears in the film.
"Boys don’t cry" is part of a nine-month long digital campaign by TMW Unlimited that shows a cross-section of British men talking honestly about personal topics such as body image and their relationships with their fathers. It is the latest effort by the brand to stretch definitions of masculinity and challenge perceptions of the modern man.