Bravo relaunches in eccentric style

Bravo unveils its new positioning and extended viewing hours next week with an eccentric campaign under the strapline: ’Are you weird enough to watch?’

Bravo unveils its new positioning and extended viewing hours next

week with an eccentric campaign under the strapline: ’Are you weird

enough to watch?’



The campaign, created by WCRS, advertises Bravo’s new incarnation as an

’edgier and more bizarre’ channel. The change takes place on 3

February.



The deliberately provocative television commercials break on the same

day. In one execution, the former Blue Peter host, John Noakes, is

featured talking about his average day - one in which he smeared himself

with washing up-liquid and donned a pig mask and PVC raincoat to mow his

lawn.



In another 40-second spot, the TV presenter, Maggie Philbin, is shown

tying herself up in paper bags and masking tape, crawling into a

cupboard and staging a mock talk show with some badly stuffed children’s

toys.



The TV ads, which were written by Jonathan Burley and art directed by

Ian Williamson, were directed by Walter Stern through Stark Films. They

will run on cable and satellite channels, such as Sky 1, the Movie

Channel and UK Gold, as well as on Channel 4.



Press ads in style magazines will back up the television work from April

and a poster campaign is planned in London from mid-March. Media for

Bravo is bought and planned by PHD Compass.



As part of its new look, Bravo is also launching Trouble, a sub-brand

aimed solely at teenagers.



It will run a simultaneous press and poster campaign through the Leisure

Process, and two commercials have been created and shot in-house to run

on cable and satellite channels in February. The overall media spend on

the relaunch campaign is pounds 1.7 million.



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