C5 uses Mandelson row to promote key sports programme

Channel 5 is again courting controversy this week with an ad that plays on the sexuality of the trade and industry secretary, Peter Mandelson.

Channel 5 is again courting controversy this week with an ad that

plays on the sexuality of the trade and industry secretary, Peter

Mandelson.



The channel is running a national print campaign showing the chancellor,

Gordon Brown, chatting to Mandelson about the Copenhagen v Chelsea

fixture on Thursday. The ad focuses on the player, Brian Laudrup, who is

in the process of moving to Copenhagen.



In the first picture, Brown asks Mandelson: ’Do you fancy Laudrup for

tonight?’, to which Mandelson replies: ’Yes, I think he should get an

outing.’



A teaser ad features the line: ’Will another left-winger come out

tonight?’.



The ad is the latest in a series of controversial campaigns created by

Channel 5’s agency, Walsh Trott Chick Smith, based around topical news

stories. When BSkyB announced plans to buy Manchester United, Channel 5

ran a spoof radio and print campaign featuring an aggressive Australian

boss and his English lackey to promote its football coverage. It also

caused a storm with an ad depicting the Newcastle player, David Batty,

in stockings and high heels, and with perimeter boards placed at a

recent Blackburn Rovers match telling BBC viewers to switch to Channel

5’s coverage of a Liverpool match.



Jim Hytner, Channel 5’s marketing director, said: ’All marketing can do

is build a reputation with customers. That can’t be done with bland

marketing. When you are not the brand leader you have to think harder

and work harder and that is what Walsh Trott is doing for us.’



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