Mascularity

[Kai]

an over-the-top macho attitude that doesnt take itself too seriously, poking fun at manly pursuits in a humorous way

The word is a multiple portmanteau combining masculinity, muscularity and hilarity, coined in [the Isaiah] [Mustafa] viral ad campaign for [Old Spice], July 12-15 2010.

[Guest]

@kai I was just reading "The Vicomte de Bragelone" (3rd of the Musketeer romances by Alexandre Dumas) where I came across the word mascularity applied to Porthos, so barring a quirk in the translation it would seem that this portmanteau did not originate with the recent deodorant advertisement.

[Guest]

@kai Nevermind. The distinction between muscularity and mascularity was lost on me. Though one would be just as apropos as the other in Porthos' case.