Agency: Butler Lutos
Buyer: Tim Irwin
Client: Inland Revenue
Agency: The Media Centre
Buyer: Eve Hemus
Agency: Initiative Media
Buyer: Steve Baker
Programme: Wild at Heart
TV station: Channel 4
Date: 1 April, 22.00
Break transmission time: 22.20
BARB: 6.6 men 16-34 TVRs (live)
Channel 4’s Nicolas Cage film season has been timed to perfection. The
best actor Oscar winner, Cage, is high-profile hot property.
The latest in the season, the David Lynch-directed Wild at Heart,
attracted four national advertisers to the first ad break: Lynx,
Mitsubishi Colt, Vidal Sassoon’s Wash and Go and the Inland Revenue.
Mitsubishi used Wild at Heart to help launch a campaign for its Colt
model. The agency, Butler Lutos, selected the film because it was the
most high-profile Channel 4 programme that day and mirrored the surreal
style of the ad itself.
The Media Centre was also looking for a springboard for a new campaign.
Its client, the COI, launched a fresh ad burst for theÿ20Inland Revenue
and the film promised good coverage of a cross-section of the
Initiative Media thought the film perfect for reinforcing the new Lynx
image. Ads for the male toiletries range aim to reposition it as an
aspirational purchase and Wild at Heart’s themes of rebellion and sex
suited its brand values. For Wash and Go it wasn’t so much young male
rebels but young 90s women which the media buyer, Leo Burnett, was going