Wavemaker explores mind-reading in content campaign for Paramount’s ‘What Men Want’

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 fromWhat 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.

Elaine Quirke, Group Director – Partnerships and Creative Media at Wavemaker, 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 humourous 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 resontate with men and women alike.”

James McManus, Creative Director at Pedestrian.TV, added: “Pedestrian’s audience, and team, are satisfaction-focused – be it at work or between the sheets. This capsule podcast created with Paramount Pictures Australia and Wavemaker, with the expert tips of Stacey June, sheds light on the often messed up mind games of Aussie relationships, from the bar to the boardroom, and equips listeners to fast track mental cues and navigate the jungle that is 2019.”

Wavemaker is part of GroupM, which is part of WPP AUNZ, Australasia’s leading marketing content and communications group.