TBWA reveals first ads for Channel 5

TBWA/London unveils its first campaign for Channel 5 this week after winning the account in a three-way pitch earlier in the year.

A press campaign backing the broadcaster's coverage of the Prince's Trust/Capital FM Party in the Park breaks on Saturday targeting a youth audience via magazine titles such as Smash Hits, Sneak and Heat. The media schedule, which was planned and bought through Walker Media, also includes posters running in the week leading up to the event on 7 July.

The ads, which were written and art directed by John Allison and Chris Bovill, use the strapline: "Channel 5 takes you to pop heaven", which is illustrated by images of the musical hereafter. The poster campaign shows various musical symbols, such as speakers, transformed into angels and ascending skyward, alongside the question: "Are you going to pop heaven?"

The press work concentrates on illustrating the supposed advantages of pop heaven. In one execution a cherubic plastic surgeon prepares to operate on a bed-ridden patient with the line: "In pop heaven nobody ever grows old."

The Party in the Park campaign precedes TBWA's first brand campaign for Channel 5, promoting the station's autumn schedule, which breaks in September.

"This is a fun campaign that promotes a fun event, Channel 5's head of marketing, Simon Downing, said.

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