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
Please login with linkedin to comment
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]