C5 has dig at Sky’s Manchester United deal in tactical ads

Channel 5 is promoting its own football coverage by taking the mickey out of BSkyB’s proposed acquisition of Man-chester United.

Channel 5 is promoting its own football coverage by taking the

mickey out of BSkyB’s proposed acquisition of Man-chester United.



It is running a national radio campaign which features an Australian

boss and his English lackey. Whatever the lackey mentions - be it

coffee, Europe or the Government - the Antipodean’s stock response is:

’Buy it!’



The punchline on all three executions is: ’We’d rather buy the games

than the clubs.’ Similar ads will run briefly in the Evening Standard,

the Sun and the Mirror.



Jim Hytner, Channel 5’s marketing director and the former marketing head

at Sky, said: ’It’s the underdog having a bit of fun at the big player’s

expense in order to fulfil our objectives of being more accessible.

They’re big enough to take it.’



As Hytner’s agency, Walsh Trott Chick Smith, was adding the finishing

touches to what he described as ’some of the best spoof ads I’ve seen in

ten years in marketing’, his brother Rich-ard, the chief executive of

Publicis, was ringleading a group called Shareholders United Against

Murdoch, together with the chief executive of McCann-Erickson, Ben

Langdon.



What Sky’s deal means, p4.



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