TBWA uses humour to launch the youth TV channel UK Play

TBWA GGT Simons Palmer has created the launch campaign for UK Play, the UK’s first music and comedy television channel.

TBWA GGT Simons Palmer has created the launch campaign for UK Play,

the UK’s first music and comedy television channel.



The campaign breaks on 10 October on cable and satellite TV and national

cinema. It will be supported by postcards and other promotions in pubs

and clubs.



One 20-second spot sets the scene with a shot in black and white of a

sultry woman who asks in a foreign accent: ’What is life without music

and comedy?’ The mood is destroyed when it is revealed that she is

standing next to a shower. An old man wearing only a bath cap pushes

past and knocks her over with the shower door.



In the second execution, ’cow’, a man is revealed asleep in bed. Behind

him is a window through which we can see an idyllic rural scene of cows

grazing in a field. As the voiceover asks: ’What is life without music

and comedy?’, one of the cows in the field explodes unexpectedly.



UK Play is being launched on 10 October by UKTV, the joint venture

between the BBC and Flextech which runs UK Gold.



Jane Turner, the marketing controller of UKTV, said: ’This campaign

identifies with 16- to 24-year-olds for whom music and comedy are

essential entertainment. The style is irreverent and cheeky, just like

the channel.’



Trevor Beattie, the creative director at TBWA, added: ’UK Play offers a

unique mix of music and comedy. We guarantee people will rock with

laughter.’



The ads were written by Ed Morris and art directed by James Sinclair at

TBWA and directed by Steve Green. Media was bought and planned by New

PHD.



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