BDDP GGT gives Living relaunch a sexy look

UK Living, the Flextech-owned cable and satellite channel, begins a multi-million pound ad campaign next week as it undergoes a major relaunch.

UK Living, the Flextech-owned cable and satellite channel, begins a

multi-million pound ad campaign next week as it undergoes a major

relaunch.



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

knickers.



The ads were written by Simon Hardy and art directed by Steve Williams.

Neil Harris directed them through Arden Sutherland-Dodd.