NEWS: GGT knocks 70s in UK Gold campaign

UK Gold has unveiled its first advertising campaign from its new agency, GGT, which is aimed at developing a fresh identity for the channel.

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

Army.



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

channel.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).