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
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
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