Guardian launches 'Start Happy' TV ad

Guardian News & Media (GNM) is launching a TV ad by Wieden & Kennedy London today (5 January), as part of a New Year marketing campaign for its Guardian and Observer titles.

The 20-second TV ad is called 'Start Happy' and features an animated man walking and running along a rainbow promoting ways to get fit in the New Year. It will launch today at 4.25pm on Channel 4 in a 'Deal or No Deal' ad break.

It will also run on ITV, Five, E4, Film4, Sky and Living, in a media plan conceived by PHD.

The ad was produced by Gill Oglethorpe, creative director was Ben Terrett, and the copywriter was William Fowler. Alexandra Bobbe led the art direction, while Not To Scale was the production company behind the ad.

The whole campaign will run throughout January across TV, radio, video-on-demand, in-paper, online and outdoor, to promote the Guardian and The Observer 68-page "Get fit for free" guide.

The Guardian and Observer supplement includes a 36-page guide to mediation, a 24-page guide to sleep, and an online sleep assessment test. It also includes a week’s free trial to British Military Fitness and a workout audio download.

Chris Lawson, marketing director at GNM, said: "Our aim with 'Start Happy' is to offer our readers a really positive alternative to the glut of diet promotions that are customary in January. We're kicking 2011 off with a far more positive and rounded approach to health and well-being.

"Our month-long campaign will offer optimistic, realistic adjustments that people can make to their lifestyle to improve how they feel on a day-to-day basis."





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