A&E is a pay TV channel full of blokey shows. Men who watch it love it – but a lot of men didn’t know it existed. We needed to get a male free-to-air audience talking about A&E.

We started by looking at their existing TV diet, and learned that 77% of FTA programming is female skewed.

Mens’ obsession with female TV would be our way in. 

Our strategy was to be the first brand to recognize and legitimize a new affliction – Manesia a.k.a the state in which a man has forgotten how to be a man