AMV and BBC Broadcast create spots to promote drama series Hustle

Abbott Mead Vickers BBDO and BBC Broadcast have created a campaign to promote BBC1's new flagship drama series, Hustle.

The campaign breaks on 4 February with the first episode of the major six-part series airing on 24 February.

The campaign comprises TV promotional trails that will run across BBC promotional airtime, outdoor activity featuring talent from the drama and radio activity.

The TV creative uses "time-slice" technology, created by The Moving Picture Company, to introduce the four main characters played by Adrian Lester, Marc Warren, Robert Glenister and Robert Vaughn.

This technology allows the moving character to interact with "frozen" objects and other characters.

The campaign launches with a 60-second trail, which will be supported by 40-, 30- and five-second cut-downs, all of which use the endline: "Hustle - the con is on."

The ads were written by Derek Apps, art directed by Tom Notman and directed by Ron Scapello through BBC Broadcast. Media planning for the campaign was handled in-house at the BBC.

Hustle was created by Kudos, the production company behind BBC1's spy drama Spooks, and follows the fortunes of five London con artists. It was written by Tony Jordan, the chief storyline consultant on EastEnders.