Cape Town – Today sees the launch of Retroviral and Panther Punch’s latest ‘viral’ campaign, already breaking the South African internet.

https://www.youtube.com/watch?v=Gl4lBikBwk8

Glen Biderman-Pam co-creator says, “Statistically women cry emotional tears 30-64 times annually, whilst men – globally – cry an average of 5-17 times per annum.”

He adds, “South African men however, only cry when we watch Chasing the Sun. We’re all going through the most right now. We need to encourage the men in our lives to have a good-old, cathartic cry.”

24 March represents what the team is labelling SACMAD – South African Crying Men’s Awareness Day – co-incidentally the same day that Chasing the Sun 2 premieres on M-Net, channel 101 at 20:00.

The spoof video suggests, “So here’s to you, guys:

The Ugly Criers

The Single Tearers

The Infants

And The Stone walls

We encourage you to just let it all out on SACMAD.”

Mike Sharman of Retroviral says that four years ago, the lives of South African men changed;

“Chasing the Sun resulted in men becoming babies with tears streaming down their cheeks. The wait is over and come 24 March a new national day is born, a day on which Chasing the Sun 2 premiers and men will cleanse their emotions with wholehearted sobs.”

Biderman-Pam says it best: “Come on South Africa, let’s get it all out; let’s have a collective cry”.