Five launches print ads to promote new boxing reality show

TBWA\London has created a national press and poster campaign to promote a new reality TV show from five called Boxing Academy.

The programme sets out to find new boxing talent and will train a group of finalists, two of whom will go through to fight an official bout.

Breaking on 14 October, the ads, which aim to draw attention to the show's launch on 18 October, are black-and-white executions featuring boxers in the moments before a match.

One features a man wrapping up his hands and uses the line: "School of hard knocks." The other shows a boxer leaning against the edge of the ring with the line: "The three R's: ropes, ringcraft, right hook."

The ads also feature the programme's air date and time alongside the five logo.

The show's viewers will be predominantly male with a 25- to 34-year-old bias. Press ads are due to appear in men's weeklies including Nuts and Zoo, tabloid newspapers, The Independent and The Times.

Forty-eight-sheet posters will appear in the six areas that index highly with five viewers: London, Leeds, Birmingham, Newcastle, Manchester and Glasgow.

In addition, the live final will be advertised on the day it takes place with a fresh ad.

The ads were written by Michael Burke and art directed by John Anderson and the photographer was Adam Hinton. Media planning and buying is through Vizeum.

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