Five ad for At Home With the Eubanks to be broadcast on ITV

The broadcaster five is to launch its first television ad on a rival terrestrial station when a spot for its new series At Home With the Eubanks airs on ITV London today.

TBWA\London developed the ad. ITV was hitherto reluctant to run work promoting rival broadcasters.

At Home With the Eubanks is five's version of MTV's runaway success The Osbournes.

The 30-second spot will drive awareness of the series and will run in conjunction with a national press and poster campaign that has already launched.

"This is a fantastic opportunity for five to generate coverage in a short period of time," Simon Downing, the head of marketing at five, said.

The spot, shot in sepia, uses a clip from the series that shows the Eubank family sitting down to dinner. Chris is unhappy that he, as "man of the house", has to wait until everyone else is served before he gets his meal.

His wife, Karron, reminds him that if he had been served first he would have complained that his food got cold while he had to wait for everyone to be served.

A number of additional creative executions in the same vein will run on five.

The ads were written by Trevor Beattie and art directed by Bil Bungay.

Beattie also directed the spot through TBWA\Films. Media planning and buying was handled by Walker Media.

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