Agency: Media Solutions
Buyer: Steve Huddlestone
Agency: Butler Lutos
Buyer: Paul Kirkley
Agency: The Network
Buyer: Simon Crisp
Programme: Driving Miss Daisy
Date: 4 February, 20.30
Break transmission time: 20.58
Channel: Channel 4
BARB: 6 ABC1s
Channel 4’s Sunday evening screening of Driving Miss Daisy had to
compete against ITV’s Touch of Frost and Ruby Wax on BBC1. Nevertheless,
the film’s first ad break attracted five national advertisers -
Mitsubishi Carisma, Bupa, the Nationwide Building Society, Going Places
and a charity ad for Golden Heart.
The scheduling coincided with the launch activity for Nationwide’s
mortgage ads. The task for Nationwide’s media buyers was to achieve a
target of 135 network TV ratings in four days, with more than a third on
The goal required targeted but virtually blanket coverage for the ads.
The fact that Driving Miss Daisy was expected to attract reasonable
audiences with a good conversion against ABC1 adults fitted the bill
For the Mitsubishi Carisma, the synergy between the film and the product
made it a suitable environment for the ad, particularly since Mitsubishi
was interested in an ABC1 Adult and ABC1 Men audience.
The film’s anticipated ABC1 audience was also what attracted Bupa to the
break. The film added 1.7 per cent unique coverage to the Bupa campaign.