NEWS: Pepsi signs Planet 24 for ‘chat-show’ TV ads

By CLAIRE BEALE, campaignlive.co.uk, Friday, 25 October 1996 12:00AM

Pepsi is circumventing its advertising agency, Abbott Mead Vickers BBDO, by signing up the production company, Planet 24, to create a new series of commercials.

Pepsi is circumventing its advertising agency, Abbott Mead Vickers BBDO,

by signing up the production company, Planet 24, to create a new series

of commercials.



Planet 24, which produces the Big Breakfast for Channel 4 and has Bob

Geldof as a director, is to produce a series of seven three-minute

commercials for Pepsi. The ads will be broadcast on ITV on Saturday

evenings between 6pm and 6.15pm in the run-up to Christmas.



The commercials will be fronted by Terry Christian and will take the

form of a chat show similar to the Word, the Channel 4 show which was

presented by Christian.



Charlie Parsons, the managing director of Planet 24, said that Pepsi had

approached Planet 24 because of its reputation for making programmes

that stand out.



‘One of our big strengths at Planet 24 is making programmes that are

like special events and Pepsi wants its ads to be major viewing events,’

Parsons said. ‘The idea is that viewers make a date to watch the ads, as

they do with their favourite programmes.’



He added that Planet 24 would be writing, producing and filming the ads,

to a brief supplied by Pepsi. ‘Nobody who’s conventionally involved in

advertising will be working on our side of this project,’ he said.



The venture is Planet 24’s first foray into advertising. The company

makes the Heineken sponsorship vehicle, Hotel Babylon, for Channel 4 and

Parsons said that if the Pepsi project went well, he would look at other

advertising projects.



Rainey Kelly Campbell Roalfe’s ‘Miller Time’ concept uses a similar

chat-show format, but the association between the Pepsi ads, Christian

and the Word format could be more difficult to clear with the

Independent Television Commission.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs