TBWA extends ’fcuk’ to TV with 5-second ads

TBWA GGT Simons Palmer is to take its French Connection advertising campaign on to TV for the first time next week with a series of five-second ads that play on the idea of subliminal advertising.

TBWA GGT Simons Palmer is to take its French Connection advertising

campaign on to TV for the first time next week with a series of

five-second ads that play on the idea of subliminal advertising.



The ads are a continuation of the press and poster campaign launched

earlier this year. They feature the trademark white space with the line

’subliminal advertising experiment’ flashing up to a background of

surreal noise, such as a woman’s laughter. The type appears momentarily

then fades before being replaced by the end frame: ’French Connection

UK’.



The ads were initially vetoed by the British Advertising Clearance

Council, on the grounds that subliminal advertising is illegal. The

ruling was relaxed because the commercials only play on the idea of

subliminal advertising, although the BACC insisted that the ’fcuk’

trademark be omitted from the end frame so as not to cause offence.



The commercials were created by Trevor Beattie, creative director of

TBWA, and Bil Bungay, the team behind the original ’fcuk’ campaign of

1997. Media buying and planning were handled by Manning Gottlieb

Media.



Beattie said: ’We want there to be no hiding-place from the ’fcuk’

message so TV was a natural development. However, as this is French

Connection, we’re doing it very differently. We’re exploiting decades of

mythology around the notion of subliminal advertising - only fcuk could

do that.’



The ads will run on one night only - Wednesday 14 April - on Channel 4,

in between ER, Sex and the City and So Graham Norton. The BACC placed a

post-9pm restriction on the ads because of references to the word

’sex’.



Opinion, p27.



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