Close-Up: My YouTube ad of the week - Foster's

Brand: Foster's.

Task: Refresh Foster's association with comedy by reviving iconic British shows.

Execution: Foster's has created a branded YouTube channel to launch the first new Alan Partridge series in seven years. It launched at 11am on 5 November and 15-minute episodes are released every week, with 12 planned in total.

Credits: Naked Communications (media); Armando Iannucci (writing and production); Baby Cow (production).

Why I like this: This is new and exclusive long-form comedy but with an insurance policy - the pre-set fan base. And it is exponentially viral.

For Partridge fans, the trailer sets the tone and has already brought a tear to the eye of 168,000 viewers: the trailer for Mid Morning Matters shows typically clumsy moments of the lovable yet vulnerable Partridge set to a whimsical soundtrack.

The episodes themselves are just long enough to give you a dose of Partridge but short enough to ensure you don't lose interest in the fixed shot of the radio studio.

Wish I'd thought of: Bringing iconic comedy back is a smart addition to Foster's comedy portfolio and 570,000 views is a great start. But what about Partridge's quotability? The site invites comments but there doesn't seem much interest. Perhaps the pure joy of the content is enough, but I can't help thinking a Partridge search engine or "Partridgeikipedia" would have been fun too.

He once said: "Give me another series, you sh#t!" Well, now he has one. Thank you, Foster's.

http://tinyurl.com/32qpkk5

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).