GGT uses women’s wit in UK Living posters

GGT is aiming to tap into the more earthy side of the female sense of humour with its first work for the Flextech-run women’s satellite and cable channel, UK Living.

GGT is aiming to tap into the more earthy side of the female sense

of humour with its first work for the Flextech-run women’s satellite and

cable channel, UK Living.



The pounds 600,000 nationwide poster campaign will cover 2,500 sites and

will introduce the strapline: ’TV with a mind of its own.’



’TV as raw as a freshly waxed bikini line,’ declares one execution,

while a second calls UK Living ’TV as entertaining as the thought of men

giving birth.’ A third asks: ’Wouldn’t it be great if Kate Moss were

fat?’



’It’s about real life. We want women to see themselves in these

situations.



UK Living will be ringing a few bells,’ Trevor Beattie, creative

director of GGT, said.



Jonathan Webb, head of marketing for UK Living, said the campaign would

help reclaim UK Living’s identity as the channel for women, without

alienating men. ’Its aim is to reflect the station’s attitude of talking

to women and not at them,’ he said.



UK Living is a joint venture between the BBC and Flextech. It screens

magazine programmes, cookery shows and BBC re-runs.



The channel formally awarded its pounds 2 million account to GGT last

week.



Media is by New PHD.