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
’It’s about real life. We want women to see themselves in these
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
Media is by New PHD.