AIS targets kids and parents in Guinness World Records Work

Guinness World Records is launching a TV and press campaign to stimulate sales of its 2003 edition in the run-up to Christmas.

The campaign breaks on 1 December, and is aimed at children and their parents. It positions the book as an ideal Christmas present.

The TV spots "dwarf" and "pardon" centre on a spoof awards ceremony. One ad features an award for the world's shortest living man, the second for the longest ear hair.

The TV work is supported by two press executions. One, "granny" invites readers to compare their granny to the world's most bearded lady.

Steve Stretton, the creative director at Archibald Ingall Stretton, said: "Guinness World Records is a fun, quirky, entertaining book and we wanted to remind parents about the experience of delving into this weird world."

The TV ads were written by Neil Harris and art directed by Richard Gorton-Lee. They were directed by James Haworth through Therapy Films. Media planning and buying was by AIS in partnership with The Davis Media Company.

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