Farm parodies Labour spin for Paramount ad

The Paramount Comedy Channel has trained its sights on the Labour government for its third TV campaign through Farm.

The 30-second ad, which breaks next week, ridicules the "good day to bury bad news strategy adopted by the recently departed transport secretary Steven Byers' aide, Jo Moore, in the wake of the 11 September atrocities in the US. The endline then directs viewers to learn the real art of spin by watching the Paramount show Spin City.

The spot, which was written by Jonny Parker and art directed by Nik Stewart, shows a sympathetic office manager sacking a secretary on the day she has been dumped by her boyfriend and had her house repossessed - because he thinks she will be less likely to notice the news.

The reference to the World Trade Centre tragedy is the second occasion that Farm has flirted with controversy in its Paramount ads. A Sex and the City spot featuring two women discussing threesome sex was moved after the 9pm watershed earlier this year.

Farm picked up the Paramount business from TBWA/London last October following the broadcaster's decision to refocus its advertising on promoting specific programming strands.

TBWA had previously produced a brand campaign, featuring a subversive tour guide, under the strapline: "Comedy is Paramount."

Equinox, which picked up the media account from Booth Lockett Makin following Farm's appointment, has planned and bought a schedule across nine stations, including Sky One, E4 and Bravo.

"We're trying to build up a connection with the same viewers by following them around the schedules, Equinox's group director, Keith Hallett, said.

"We're not only targeting multi-channel homes, but also the right programmes within those channels, to make sure we get as much as we can from the media budget."

The ad was directed by Alex Pillai through 24fps.

Previous ads this year have also promoted Harry Enfield's show.

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