Tata Beverages Billy Tea: Emotional side

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

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.

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
Published: June 2011

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ptabbiner's picture
65 pencils

Nice series, but the execution leaves a little something to be desired. Maybe a little more time, that's all. Product placement could be treated a little more artfully too. Great strategy though.

Bob.C's picture
1135 pencils

Something out about the image, stops it looking authentic maybe the way the wife is turned

Nike Diesel's picture
Nike Diesel
13389 pencils

This campaign is really funny.

yeahwrite's picture
20 pencils

love it

That One Guy's picture
That One Guy
266 pencils

funny copy. it made me laugh this morning.

cassie h's picture
cassie h
3 pencils

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.

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