FHM music TV channel campaign and channel identity

Emap Performance Design and creative agency UP have created seven 15-second TV spots to promote FHM's new music TV channel.

This promo, as with the others, is attempting to capture the brand identity of 'sexy, funny and useful', well how many street cleaners have you seen in hotpants and knee high boots. As to why it starts with a windswept pooch that looks like he is promoting a dog shampoo, well that's definately funny.