The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what type of masculine character to focus on and whether advertisers‘ offered version of masculinity is in alignment with consumer preferences. Methods included qualitative video content analysis of advertisements centered around masculinity and quantitative research methods such as survey research and A/B testing of younger consumer segments such as Generation Z and millennials. The empirical results were analyzed using the SPSS 23 statistical software program. The research found that in traditional masculinity advertisements, consumers appreciate characters that are rebellious rule breakers who are influential and stubborn but also visionary, seductive, and playful. In modern masculinity advertisements, consumers prefer a character who is caring, compassionate, generous, romantic, warm, and intelligent. Research also showed that there is a disconnect between what advertisers offer to consumers and what consumers give their preference for when it comes to masculinity in advertising and that there are statistically significant differences between men’s and women’s preferences for masculinity’s depiction in advertising.