The male species is danger thanks to a “severe plague” of ‘manesia’ brought on by the dribble of female-focused TV programs, according to a new campaign by Foxtel.
The cure can be found on Foxtel’s A&E channel according to the MediaCom created campaign, which marks a shift in the action and entertainment channel’s advertising strategy.
Paul Myers, channel manager factual, said: “Let’s face it many men in Australia are experiencing ‘Manesia’. They’ve forgotten how to be men, they wouldn’t know how to change a tyre or where to find a dipstick and they know more about how to make a souffl√© or who got the latest rose”.
“This campaign helps ‘Manesia’ sufferers understand the symptoms and gives them a cure – a prescription to A&E’s unique adrenaline-pumping real men programming”.
With ‘Manesia’ Foxtel now has a trio of humorous ads out in the market, marking a departure from what was a largely retail focused marketing strategy for the subscription TV service.
Both campaigns also launched this year.
‘Manesia’ will target men aged 25 to 39 as the spot promotes A&E’s programming of “real men, doing real things, in the real world”.
Shows on A&E include Pawn Stars, American Pickers and Ice Road Truckers.
CREDITS: Client: Foxtel General Manager Factual: Jim Buchan Head of Content Marketing Foxtel: Rob Farmer Channel Manager Factual: Paul Myers Creative Director – A&E: Carly Heaton Head of Entertainment Marketing – Foxtel: Sasha Mackie Creative Director & Head of Brand – Foxtel: Travis Conneeley Marketing Manager – A&E: George Mellick Digital Manager – A&E: Farooq Khan Media Agency: MediaCom Advertising Agency: MediaCom Beyond Advertising (MBA) Sydney MediaCom Group Director – Client Communications Planning: Alex Lowes Director: Shelby Craig Creative Director: Shelby Craig Head of MBA/ ECD: Gemma Hunter Head of Content Production: Josh Butt Content Manager: Tessa Wood Writers: Lewis Hobba / Shelby Craig / Taylor Thornton Producer: Bree McAlister Post-Production: Benny Edwards Sound mix/design: Nathan Johnson GFX: Babak Sanayei