If Katie Hopkins Ruled the World launches with a major campaign, TLC’s biggest spend since the channel launched in 2013. The pay-TV channel is owned by Discovery Communications.
The activity will launch tomorrow (Thursday 23 July), two weeks before the show begins on 6 August.
The ad, which was created in house by Discovery Creative London, plays on Hopkins’ outspoken nature. It shows her pacing up and down an empty white room not saying anything.
The voiceover asks, "Listen. Can you hear that? Lovely, isn’t it? Britain’s most outspoken woman blissfully quiet. Enjoy the silence while it lasts."
It was created by Helen Ewer and Vijay Logan. Ewer also directed the ad. Media planning and buying was handled by The7Stars.
The ads will be broadcast on ITV, Channel 4 and Channel 5. The activity will also include outdoor, print, digital and social media ads.
Tim Hughes, the marcomms director at TLC, said: "Our objective has been to create a real buzz and sense of anticipation around it by promoting the show at the famous London location, Piccadilly Circus to the TV advert which shows a ‘silent’ Katie.
"All this builds to the moment where she will explode onto our screens."