Dorlands creates explosive ad for Discovery Channel

The Discovery Channel has recreated a nuclear explosion for its latest pounds 2 million television drive by Bates Dorland.

The Discovery Channel has recreated a nuclear explosion for its

latest pounds 2 million television drive by Bates Dorland.



The spectacular mushroom cloud effects feature in the first of two new

commercials, breaking this week, which are intended to raise the

station’s profile in the expanding multichannel market.



The ad shows a group of army officers in a bunker watching as an H-bomb

is detonated in the distance. The force of the explosion throws many of

them off balance, while the light bathes them in an eerie glow.



At the same time, captions appear on screen putting the detonation into

perspective. The first says: ’One thing has killed more people than

every war in history.’ The film finally cuts to a shot of one of the

observers slapping an insect on the back of his neck, as another caption

reveals that one of the world’s most devastating killers is ’the

mosquito’.



The ad is the latest in a series of spots for Discovery by Dorlands

which depict the kind of ’strange but true’ facts that feature in the

station’s documentary programming.



The special effects were created by Chris Palmer of Gorgeous while the

explosion was created from stock footage from Discovery. The ad was

written by Ruth Jackson and art directed by Nick Simons.



The ad will run for the next few weeks, with a second spot appearing

later this month and a cinema push being planned for the new year. Media

planning was by Dorlands with buying through Zenith.



Adam Kirby, the board account director on the business, said the new

work was the first sign of increased commitment to advertising in the

increasingly competitive television market.



He said: ’Digital represents an enormous opportunity for Discovery and

the station is keen to establish itself as the learning and educational

brand on new multichannel networks. As time goes on, it’ll be increasing

its advertising budget to show that.’



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