UK Living, the Flextech-owned cable and satellite channel, begins a
multi-million pound ad campaign next week as it undergoes a major
From 27 October, the channel will be renamed Living in a drive to
strengthen its brand positioning ahead of the launch of a plethora of
digital TV channels next year.
At the same time Living, still seen as a channel of daytime programming
for housewives, will be positioned more firmly as an all-day channel
with a more rounded programme schedule.
The new positioning is being backed by a mixed-media ad campaign through
BDDP GGT and Universal McCann. A campaign on ITV, Channel 5 and cable
and satellite will be accompanied by national radio and poster work.
The TV work has a comically sexual flavour and includes three executions
designed to show how Living viewers are captivated by the channel.
An ad for the Sex Zone shows a woman so distracted by talk of erotic
massage that she doesn’t notice her bath is overflowing. A woman basting
her chicken puts it into the washing machine as she watches a woman on
the Jerry Springer Show talking about threesomes.
An ad for Live at 3 shows a woman who inadvertently makes a sandwich out
of her dishcloth as she becomes engrossed in an item on exploding
The ads were written by Simon Hardy and art directed by Steve Williams.
Neil Harris directed them through Arden Sutherland-Dodd.