Grey is to unveil its debut work for the Weather Channel two months
after winning the launch task.
The campaign rolls out this Friday with two press executions. The copy
on one reads: ’Our weather doesn’t follow the news, it follows the
weather.’ The second ad reads: ’We can tell you what will happen today
in Coronation Street, Albert Square and Acacia Avenue.’ A white panel at
the bottom of both ads reads: ’The most up-to-date weather
Anne-Marie McGrath, the director of communications at the Weather
Channel, said: ’Weather is the national obsession. Because of this, we
are targeting everyone from grandads to kids.’
The press work was written by Kevin Morris and art directed by Kevin
Ferry with typography by Jazz Garcha. Media is through MediaCom, which
won the task in tandem with its sister agency in a pitch against Walsh
Trott Chick Smith and Rocket.
TV work for the channel will roll out in October, marking the first
anniversary of the channel going on-air. It will go into more depth
about what the Weather Channel can offer viewers.
The work is copy-based, with a simple blue-and-white panel, featuring
the Weather Channel logo.
McGrath added: ’What we loved about this campaign was that the marketing
message was on a leadership theme, saying: ’weather is all we do.’’