Dior Homme - Un Rendez Vous (by Guy Ritchie starring Jude Law)

For me, this really taps into the new wave of masculinity. Of course it is not new to us, we are already accustomed to it, but it is socially relevant. It is about the man who at the core is still the dominant species (the submissive female bends down to tie his shoes etc) but is still in touch with his feminine side enough to take care in his appearance so much as to be perfectly polished, suited, styled and scented.
This film is very much about product advertising towards the end, but I think it still works in its transition from a real narrative to slightly more advertisement focused in the closing scenes. The story is still there, from beginning to end. We are not taunted with product placement throughout the whole duration. Thats why it works for me.