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:
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
What Sky’s deal means, p4.