DFGW unveils CBBC relaunch ad blitz

Duckworth Finn Grubb Waters has created its first work for

Childrens' BBC since winning a place on the main BBC roster last

year.



The three spots are part of a total relaunch of CBBC's Saturday morning

programming with The Saturday Show. The relaunch comes as the

corporation grapples with the falling viewing figures of its current

flagship Saturday morning show, Live and Kicking. More and more viewers

have been switching to ITV's SM:TV show, which features Ant and Dec and

Cat Deeley.



The new programme launches on 22 September and will be hosted by Dani

Behr and the Top of the Pops presenter Joe Mace. It will replace Live

and Kicking, which failed to retain momentum following the departure of

its presenters, Zoe Ball and Jamie Theakston, in 1998.



The campaign focuses on three major elements of the show. A 20-second

"sumo butts" ad introduces a new cartoon series, Super Duper Sumos. Two

20-second and 30-second versions of "rake" feature a Jackie Chan-alike

fighting a Ninja to promote a cartoon, The Adventures of Jackie

Chan.



"Microphone" promotes a new celebrity karaoke slot on The Saturday Show

and will only be shown in cinemas. The strapline for all three spots is:

"You asked for it!"



The ads break on TV and in cinemas on 15 September and will be backed by

an online campaign and a new website for The Saturday Show. Print work

includes poster, postcards and press.



They were written by Simon Riley, art directed by Tim Brown, directed by

Alex Winter and produced in-house by Clare Charlton. Media is by PHD.



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