4Creative dresses up Jamie Oliver for TV and book campaign

LONDON - Jamie Oliver stars as a range of Village People-inspired characters in a 4Creative campaign to promote his new Channel 4 show, 'Jamie's American Road Trip', and its accompanying Penguin cookbook.

The series of ads shows the chef dress up as a series of different characters, from a builder to a sailor, a biker and a native Indian, travelling through the airport on his way to the US.

On-air trails for the TV series, which coincides with the release of Oliver's new cookbook 'Jamie's America', launch tonight, kicking off a heavyweight campaign across the whole Channel 4 network.

The TV campaign, which consists of teasers and ads of different time-lengths, will be supported online by display and search advertising.

Clip-based ads will appear a week before the start of the programme, which kicks off at 9pm on September 1.

The UK book campaign will launch on October 5 and will run for two weeks with a heavyweight presence on London Underground posters and digital escalator panels as well as ads on the rail network and at Westfield shopping centre.

Online banners will also feature on channel4.com/food on the day of publication.

Behind-the-scenes video footage of the ad photoshoot will be seeded across the internet with Oliver talking about the book and his trip across the States.

The book ad concept being used in the UK will also be implemented across Australia and New Zealand.

Elizabeth Smith, marketing director at Penguin, said the company had always been hugely impressed with the extraordinary level of creativity and point of difference that Channel 4 achieves with their advertising.

She said: "We knew that their agency, 4Creative, would bring a whole new vision to book advertising and help us create a jaw-dropping campaign for Jamie’s America.

"We haven't been disappointed. It certainly made sense for the three of us to work together."

4Creative also worked on Oliver's previous TV projects including 'Jamie's School Dinners' and 'The Great British Food Fight'.

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