UK Gold has unveiled its first advertising campaign from its new agency,
GGT, which is aimed at developing a fresh identity for the channel.
The new campaign has two main planks - brand advertising and programme-
specific advertising - which aim to provide a humorous, accessible
platform for the golden-oldies channel.
The theme of the pounds 1 million campaign, which breaks this week, is
the timelessness of UK Gold’s programme stock, which is taken from the
Thames Television and BBC libraries, and includes shows such as Dad’s
The ads, art directed by Graham Cappi and written by Alan Moseley under
the creative directorship of Jay Pond-Jones, use icons from the past
that have not stood the test of time, unlike UK Gold’s programmes. The
campaign encompasses satellite TV, posters, newspapers and selected
magazines, with media buying by Pattison Horswell Durden.
In one TV ad, the naffness of an old road safety film starring Alvin
Stardust is juxtaposed with the enduring popularity of UK Gold shows.
Another TV ad, straight out of the 70s, features men with sideburns
parading in their coloured underwear to advertise a male clothing
catalogue, Mansworld. Again the outmoded style, so fashionable at the
time, is set against the longevity of programmes such as the Sweeney.
The ads are also used to promote new programme strands, which UK Gold
has branded as mini-channels. The Bullet, a strand of programming aimed
at male viewers, is promoted through an ad featuring Dennis Waterman in
his Sweeney days sporting a pink shirt. The strapline reads: ‘In those
days you had to be hard to get away with a shirt like this.’
Ian Riley, marketing director of UK Gold, said the idea behind the
campaign was to create a distinctive and individual image for the