London Fashion Week has, as ever, caused a stir in the media, and
in this well-timed documentary, Clive James found the perfect foil for
his flip commentary in the vacuous world of haute couture.
With the original plan of trailing Naomi Campbell scuppered by her
legendary tardiness, James instead settled for a revealing look at the
Advertisers could see that the programme would attract a good Sunday
night audience. Appearing in the first break were BMW, British Gas
Trading, Maybelline Lipstick, BSkyB, L’Oreal Plenitude and Elida
BMW launched its new 3 series on 24 September with the TV buyer picking
off the best programming with an emphasis on high ABC1 audiences. Clive
James also attracts the hard to reach light viewing audience.
British Gas Trading is running a campaign offering cheap electricity to
customers until 2001. The programme provided a young, aspiring and
upmarket adult audience who are likely contenders for conversion.
For Organics, the programme provided an ideal fit. As models preened
themselves, Organics found its niche in promoting products which improve
hair when used with heat.
Agency: Zenith Media
Buyer: Matt House
Client: British Gas Trading
Agency: BMP DDB
Buyer: Patt George
Agency: Initiative Media
Buyer: Richard Baker
Programme: Clive James Meets the Supermodels
TV station: ITV Central
Date: 27 September, 22.15
Break transmission time: 22.33
BARB: Housewives 11.4 TVRs (live)