Paramount Pictures Australia is delving into the differences between how men and women think with an entertaining content campaign promoting its latest movie release What Men Want which hits cinemas on Valentine’s Day.
Created by media, content and technology agency Wavemaker, the campaign is spearheaded by a four-part podcast series, titled “What Men Want: Decoding the Modern World”, produced in partnership with Pedestrian.TV.
Hosted by self-proclaimed “Single Pringle” Stacey June, from popular podcast The Thinkergirls, the new podcast aims to help audiences navigate through the modern-day minefield of relationships – and includes nuggets of wisdom from What Men Want star Taraji P. Henson.
Henson plays successful sports agent Ali Davis in The fantasy comedy, who gains an unexpected edge over the male sports agents in her profession when she develops the ability to hear men’s thoughts.
The film opens in cinemas across Australia on Valentine’s Day, 14 February.
Each podcast episode explores a different topic, including love, office politics and decoding how men and women interact, reflecting the themes explored in the film.
Integrated advertising across Pedestrian.TV, Tinder and the Nine Network also form part of the campaign to create hype and mass awareness, as well as talkability around the movie release.
Out-of-home and digital advertising are also part of the mix.
Wavemaker group director – partnerships and creative media Elaine Quirke said: “What Men Want is not only hilarious, it’s also an insightful look at the very different ways in which men and women think.
“That presented us with the perfect starting point for connecting with audiences by creating humorous and thought-provoking content to help men and women understand what the opposite sex is really thinking. Finding the perfect pairing with Pedestrian.
“TV was crucial in helping us deliver engaging content that we know will resonate with men and women alike”.
Pedestrian.TV creative director James McManus added: “Pedestrian’s audience, and team, are satisfaction-focused – be it at work or between the sheets.