Crikey… it’s about time for People Magazine to name this year’s “Sexist Man Alive” and Gen Z is ready for an age-appropriate man to take home the title. This past year, one blonde Australian has taken the internet by storm. Who is this wildlife conservationist, and why is he posing for underwear ads? The marketing genius behind Gen Z’s current hysteria is none other than Robert Irwin, son of the late Crocodile Hunter Steve Irwin.
Robert’s life has always been in the spotlight. Being the son of the equivalent to Australian royalty, Irwin was raised in the spotlight. His father, Steve, hosted a documentary series that followed his adventures as a wildlife conservationist and zookeeper. Growing up with his mom, Terri, and sister, Bindi, at the Australia Zoo meant that Irwin was able to follow in his dad’s footsteps and continue his mission to raise awareness and protection for all wildlife. Now, at the age of 21, Irwin is paving his own path. A path that has gained lots of media attention for his looks – and not just because he looks like his father.
In April, Irwin partnered with Bonds, a popular Austrian underwear brand. In this collaboration, Irwin posed for pictures wearing only his Bonds, while holding wildlife. One picture posted to Instagram shows Irwin sitting shirtless in a chair, with a snake wrapped around his shoulders. The comments were hysterical. Irwin had successfully stepped away from people only viewing him as his father’s legacy and had begun to create a path for himself. A comment from fast-food brand Wendy’s said, “I won’t say this is THE reason I came to Australia. But it’s one of them…” It is safe to say that Irwin was gaining some new attention.
Directly following this ad, Irwin did an interview with People, where he said, “I’m waiting for that American tourist to come into the zoo.” Irwin was referencing the fact that both his father and sister met and married American tourists after meeting them at the zoo. Unsurprisingly, the internet went wild. What better marketing for a zoo, then an eligible bachelor, fresh off of doing an underwear ad, openly asking for an American tourist to come fall in love with him?
The response from women was clear. A new TikTok trend emerged of videos of Irwin feeding crocodiles to the song “Father Figure.” Lyrics from the song that were commonly used included: “I will be your father figure, put your tiny hands in mine.” Just days after his Bonds ad, Irwin could have been hailed as a marketing genius. He had turned himself into a man who seemingly had it all, and was looking for love. TikTok users were not shy about posting that they wanted him. One TikTok user posted: “POV: every girl in the world after seeing THAT ad,” reached over 400-thousand likes and 13-thousand saves.
Following the success of his cheeky ad, Irwin continued to fuel the fires with a cheeky comment, encouraging people to attend the Steve Irwin Gala, that celebrates and honors the late Wildlife Warrior in Vegas: “G’day America, it’s Robert here. Now that I’ve got your attention I wanted to chat to you about something.” If one cannot appreciate Irwin’s ad, they can at least appreciate his strategy. Nothing gets the attention of Americans like a hot man (See: Luigi Mangione). And for once, this hot man isn’t a criminal (see American’s tendency to romanticize serial killers)!
After firmly establishing his brand as a humorous, hot guy whose family owns a zoo Robert took to Dancing with the Stars. When announced, Robert emerged for the crowd shirtless, once again, with a snake wrapped around him; but this time he was wearing pants. Irwin’s sister, Bindi, competed, and won, Dancing with the Stars 10 years ago when she was partnered with Derek Hough. Irwin’s first time on the ballroom floor took the internet by storm on Sept. 16, once again, when his first dance with Witney Carson tied for the highest score of the night. Irwin and Carson performed a Jive to “Born to be Wild,” in which Irwin jumped, flipped and boogied his way back into the minds of Americans.
In response to Irwin’s performance one TikTok user commented, “Look…if someone is going to be the perfect specimen of a human being, I think it’s fitting that it’s one of Steve Irwin’s children.” One user posted a video of their friend group reacting to the dance, in which they excitedly realize Irwin ran to hug his sister afterwards, not a girlfriend.
Through advertisement and adjusting his public persona, Irwin has reshaped people’s image of him from a young boy growing into the life his dad left him, to a young man who is continuing his father’s legacy while finding himself. After gracing the cover of People Magazine, Irwin posted a photoshoot of himself with kittens and said in the caption, “It’s an honor to talk about what it means to continue my family’s legacy while creating my own.”
One should not diminish Irwin’s entire work and life to just being a “sexy man.” Irwin has devoted his life to continuing the legacy of his father, to doing what he can to future wildlife research and contributing to the conservation of all wildlife. Irwin has also been an outspoken advocate of women’s health. Irwin’s sister has publicly shared about her endometriosis journey and the struggle she went through to be believed. When recently asked about Bindi on a Dancing with the Stars red carpet Irwin stated, “Endometriosis, it’s an ongoing battle. It is something that I really think needs to be at the forefront of discussions. Women’s health throughout history, and even now, is under discussed.” While it is typical for us Americans to focus on Irwin’s looks, it is clear that there are much more important attributes that Irwin has for us to discuss. Hopefully, Irwin finds a way to be heard even louder about his advocacy for women’s health than his loudness at being hot.
As the tail end of Gen Z gets older, it is expected that celebrities will get younger. For many of the Gen-Z generation, Irwin may be one of the first age-appropriate celebrity crushes that has made this big of an impact. Many of the “sexy men” our parents enjoyed following over the years feel too old for us, or out of reach. Perhaps this explains the recent fanfare Irwin has stirred up. Here Irwin is, our age and asking for an American tourist.
For some, Irwin’s fame may not feel as farfetched from their own lives. Many girls may even believe they are the American tourist. After all, he is their age. For many, the dream would be to marry a rich underwear model who happens to live at a zoo. And who has planted that dream in their minds? Irwin and his unexpected marketing strategies that have put him on the map worldwide as a new man to keep an eye on.
