Ribena CD:UK idents show LA policemen acting like rappers

Los Angeles policemen who behave like rappers are the stars of a new series of idents promoting Ribena's sponsorship of the ITV pop show CD:UK.

Grey London created the series of 15-, ten- and five-second spots, which will make their debut on 1 May.

The new idents are part of GlaxoSmithKline's efforts to build Ribena's credentials with its key target group of 16- to 24-year-olds.

Shot on location in Los Angeles, each spot features the policemen disconcerting people around them with their unconventional actions.

In one spot, an officer calls on bank robbers through a megaphone to put their hands in the air. A fellow policeman grabs the megaphone and sings: "Put your hands in the air like you just don't care."

In another, a police car's hydraulic suspension causes the vehicle to bounce up and down, much to the disquiet of passers-by.

The idents were written by Adam Chiappe, art directed by Matt Saunby and directed by Ruben Fleischer through Stink.

Ribena took over sponsorship of CD:UK in September last year, replacing AG Barr's Tizer, for a three-month trial period. The agreement was extended for a further 12 months in December. The show, now in its sixth year, has a strong following of young adults despite being scheduled at a time usually reserved for children's programming.

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