S. Sloan MacLeod is a Copywriter at Rethink and a multidisciplinary artist. They’re either a Renaissance man, or a Jack-of-all-trades, depending on how you look at it.

Kleenex Asterisks

Men, especially of the macho variety, aren’t exactly open about their feelings.

They’d rather make up excuses than be caught crying.

But—shockingly enough— they still cry.

So I made these spec social ads for Kleenex that told manly men,

“hey, we’re here for you,” in their own language: excuses.