"Someday" he will be my boyfriend.

This actually sort of makes me happy even though I am not a fan of his or necessarily understand "Bieber Fever."  This is a commercial for his new fragrance-for women-called "Someday."  First, I like that this challenges the norms of male perception within society.  Justin Bieber is well aware of the fact that an overwhelming majority of his fans are girls, and most of his appeal is projected solely onto them.  What I really like is that by making this commercial, which is directed towards a female fragrance, he is not trying to challenge the fact that he is not necessarily perceived a masculine figure in media, but rather a teen heartthrob with his boyish look and baby face despite his age.  The point is, men typically do not look up to him for any reason.  In this commercial, Bieber is embracing the fact that his audience is predominantly female, and challenges what a lot of other known "heartthrobs" have done in the past with products.  Almost every time a male entertainer/athlete/celebrity has released a fragrance it was strictly directed towards men, with commercials showcasing that the male fragrance will attract the woman.  This commercial uses a clever reverse psychology; using the female fragrance as an aid in attracting a male, in this case Justin Bieber himself.  Though this may only be a tactic in order to expand his already large female audience as well as a huge money maker, it still shows a type of confidence coming from Bieber about being comfortable enough to do this.  Most men in his position would try extremely hard to shed a heartthrob image by straying away from what actually is making them a heartthrob (feeding into female attention), but Bieber simply embraces it and it shows an internal masculine confidence.