DLKW creates Dr Teletext character in £5m holiday push

LONDON - A spoof megalomaniacal character called Dr Teletext is at the centre of a new £5m marketing campaign to promote Teletext Holidays, created by Delaney Lund Knox Warren.

The advertising breaks tomorrow with a 30-second ad that begins with a boy secretly filming a couple on a beach via a camera hidden in his ice cream. It then cuts to a control room with dozens of television screens displaying hundreds of holiday offers and spycam footage of people enjoying their holiday.

It is then that Dr Teletext is introduced to viewers who learn that he is determined to get world domination by giving people what they want -- great holidays at great prices.

"More satisfied customers. Soon the whole holiday market will be ours. Hundreds of thousands of deals, all in one place. No one can resist our savagely low prices," Dr Teletext says.

Teletext hopes that the introduction of the humorous Dr Teletext character will help give it standout appeal in the crowded holiday sector.

Marc Bell, marketing director for Teletext Holidays, said: "I'm confident that our world domination theme and Dr Teletext character will create real standout in the holidays marketplace. Its spoof gravitas and humour is truly different to the majority of brochure style holiday ads.

"Strategically it will build on our previous campaign that successfully injected humour and personality as well as built brand awareness."

The ad was written and art directed by Jayne Mara and Remco Graham at DLKW and shot on location in Antigua. It was directed by "Us" through Independent. Online creative is by DLKW Dialogue and media planning and buying is by Vizeum.

It will run on ITV, Channel 4 and Five, as well as on satellite, digital and cable. The television ad campaign will be backed by press, outdoor and online advertising.

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