MEDIA: TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Client: Mitsubishi Agency: Butler Lutos Buyer: Tim Irwin

Client: Mitsubishi

Agency: Butler Lutos

Buyer: Tim Irwin



Client: Inland Revenue

Agency: The Media Centre

Buyer: Eve Hemus



Client: Lynx

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

population.



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

after.



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