Products and offers are commonly advertised differently to different genders. Your copy should reflect this fact. Use gender targeting and create gender focused copy (and creative) to better engage with potential customers. However, be very cognizant that you are not perpetuating harmful gender stereotypes - which could lead to a PR disaster . Examples: “A rugged, strong truck for game day tailgates. You need this, dude.” “The perfect romance novel for when he falls asleep in his man cave.”