The camera for real men?

Thanks to Crave for flagging up a fantastic piece of copywriting for the new BenQ DC E1000.

"Pure Masculinity. The new Digital Still Camera E1000

Metal is the primary element symbolized the manhood.  When talking about metal, hard, cold and rigid say it all."

Of course, whenever a product is described as "rugged" we know the copywriter has a target audience of men in mind - but it's a breath of fresh air to see copy as blatant as this!