The campaign, created by Discovery’s in house Central Creative Agency with media by the7stars, has been inspired by the series’ title, ‘Bear Grylls: Escape from Hell’. Outdoor, print and digital ads show Grylls emerging from the flames looking determined.
A 30-second promo spot also features a hell-like world with fire, debris and burning ashes, with a voiceover of survivors from the series telling their tales. The shot pulls away to show Grylls with a determined look in his eye.
The voiceover says: "If you find yourself going through hell, keep going. The ultimate survivor relives the ultimate survival stories. Bear Grylls is back."
Robin Garnett, was the creative director on the campaign. Lee Healy, a writer/director at Discovery Networks Western Europe, wrote and art directed it with Matt Beese, an off-air design manager at Discovery Networks Western Europe, also art directing.
Meriem Adib, a writer/director at Discovery Networks Western Europe, directed the spot, which will be shown on some Discovery Networks UK channels.
A week-long competition on Absolute Radio’s breakfast show with Christian O’Connell will ask listeners to answer survival questions to win the chance to compete in a survival challenge.
The winner of the radio competition will get a trip to Morocco, while runner-up prizes will include Sky TV subscriptions and the chance to go to the Bear Grylls Survival Academy in the Highlands of Scotland.
On Facebook, Discovery will give away tickets to the ‘Bear Grylls: Escape from Hell’ premiere at Battersea Power Station in London on Wednesday 25 September.
Simon Downing, the senior vice-president, marketing and communications, Discovery Networks Western Europe, said: ‘This is a brand-new format for Bear and it was our ambition to make the extreme nature of the series unmistakably apparent.
"With the7stars, we have created a campaign that truly embodies the never-say-die attitude of the survivors featured in the series."
In the series, Grylls speaks to ordinary people who have "cheated death" in various ways, including avalanches and confirmations with bears.