The Paramount Comedy Channel is launching a pounds 1.5 million TV
branding campaign that shows people making light of traditionally
The campaign, which was created by TBWA GGT Simons Palmer, with media by
Booth Lockett Makin, consists of four executions that will run across
the Sky channels, UK Gold, VH1, Living and UK Play from 3 April.
One ad imitates a scene from the World Snooker Championships with a
player poised to pot the black. He misses when a ringing mobile phone
upsets his concentration.
As the embarrassed owner of the mobile phone scrambles to turn it off,
the camera pans to a sitting room where the friend who made the call is
laughing at his prank.
Another ad shows a shop owner stocking a fridge with fizzy drinks and
shaking some of the cans.
A third spot shows an airport customs officer searching through a man’s
set of suitcases and finding a bra.
The final ad features a man enduring painful treatment from an osteopath
who turns out to be a sadistic cleaner.
The campaign uses the endline: ’Comedy is Paramount.’ The ads were
created by George Hepburn and Andy Howarth at TBWA and directed by John
O’Driscoll through the Paul Weiland Film Company.