Emotional side

June 2011
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Choice of your dad’s dad’s dad campaign. A print campaign reigniting Australia’s love of the classic Billy Tea brand as the authentic tea from a bygone era.

Tea from a time when a man’s emotional side was his wife.

Advertising Agency: Clemenger BBDO Melbourne, Australia
Executive Creative Director: Ant Keogh
Creative Directors: Tom Martin, Julian Schreiber
Art Director: Q Miller
Copywriter: Ben Keenan
Illustrator: Craig McGill
Designers: Simon Redwood, Jake Turnbull

Comments (6)

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cassie h's picture
cassie h
3 Activity Scores

Reinforcing gender binaries through advertising is not new and unique. In fact I am offended bu this poster that states men should be unemotional. The highest rate of suicide in Australia belongs to young men, and rural men in particular. Half of this problem is being that they are constantly told that to be emotional is not masculine and they therefore don't seek help. I'm not placing blame on this ad for this problem, I'm not that ridiculous, but you are definitely perpetuating it.