Quiet Storm Sci-Fi Channel work targets a mainstream audience

The Sci-Fi Channel is aiming to position itself as more mainstream with a through-the-line campaign created by Quiet Storm.

The agency's first work for the brand, which breaks this week, adopts a testimonial style. It attempts to alter preconceptions surrounding the genre's audience, while promoting the channel's key autumn programmes, Mad Mad House and The Dead Zone.

One of the ads opens on a vox pop with a man, who says: "If I could predict the future, stop a disaster, it would be wrong, but I feel in my heart I would be compelled to try to do something." Images from The Dead Zone then flash up, while a voiceover suggests if you want to see how to predict the future properly then you should watch The Dead Zone. The strapline reads: "There's a little bit of geek in all of us."

The creative concept was developed by Quiet Storm. Steve Sander was the director through Sci-Fi's in-house production team.

Media planning and buying is handled by Rocket. The ads will run on Sky One, ITV2, MTV, E4 and Living. The supporting print work will run in titles including OK! and Heat.

Radio promotions will run across Emap's Big City stations, challenging listeners to brave their local city centres and carry out trials similar to those faced by the contestants in Mad Mad House. Other radio spots feature real people airing their views on a range of Sci-Fi topics.

Eleanor McBrien, the Sci-Fi marketing director, said: "Sci-Fi's exciting new campaign celebrates the genre by showcasing the people who love it."

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