The Paramount Comedy Channel picks on gullible tourists in the latest installment of its 'comedy is Paramount' TV campaign through TBWA/London.
The ads, which break on Sunday, are set on the open top deck of a 'London Tours' bus, where a camcorder-clutching set of sightseers are given an alternative version of the city's history.
The first 30-second spot opens with the tour guide enthusiastically explaining that the Sherlock Holmes Museum is now run by Sherlock's great, great grandson Eamonn. He moves on to describe how the Mall derives its name from the world's first shopping centre, built in 1573, and how the remains of an elephant, two clowns and a bearded lady were discovered under Piccadilly Circus.
Ten-second executions feature the tour guide explaining how the Greeks tricked their way into Greek Street using a wooden horse, and how the Planetarium is used 'to store the planets we stole from the Americas in the 1560s'.
TBWA's two previous TV campaigns for Paramount featured obsessive Father Ted fans and practical jokers humiliating their friends.
The channel's marketing director, Chris Hancox, said: 'We needed an execution that would have instant impact with the viewers. The new brand ad has more universal appeal than the previous executions.'
The ads were written by Andy Howarth, art directed by Michael Barker and directed by John O'Driscoll through the Paul Weiland Film Company.
Media planning and buying is by Booth Lockett Makin.