‘Fuck that’: Ad from ABC series Man Up tells men ‘it takes balls to cry’

“It takes balls to cry” is the strapline for the viral ad emerging from the ABC TV series Man Up, aimed to get men to open up about their feeling and “speak up” to cut the rates of male suicide.

The ad was created by Cummins & Partners chief strategy officer, Adam Ferrier, and former BWM and Host creative director Adam Hunt as part of the show hosted by TripleM Sydney breakfast host Gus Worland.

The ad, which encourages men to open up when they are feeling down, is designed to be shared on social media, and has been posted on Youtube and the Man Up Facebook page, where it has been shared more than 1,000 times in three hours.