BDDP GGT is unveiling a knockabout campaign to promote Challenge
TV’s new gameshow, Endurance - the UK equivalent of the Japanese
programme made famous by Clive James and Tarrant on TV.
The campaign launches with three commercials fronted by Paul Ross, the
host of the show.
The films feature four participants mounted on poster hoardings who are
subjected to various ’tortures’ - from having freezing water hosed at
them to being forced to drink pints of water and having ice cubes shoved
down their boxer shorts - to test their ability to withhold going to the
toilet. All the punishments are dealt out by three Geisha girls.
The campaign consists of television, press and posters - all created by
the GGT team, Paula Jackson and Alex Paton, who also jointly directed
the spots through Indelible Films.
The TV work is supplemented by a one-off poster at London’s Vauxhall
Cross featuring the actors who appear in the commercials being hosed
down with water.
A press ad featuring a close-up of one participant’s face will also run
in the tabloid press and in TV listings titles.
The ads break on 30 January and will run for three weeks on Channel 4,
Channel 5 and Sky channels in consecutive breaks around shows such as
TFI Friday. Media is being planned and bought by Universal McCann.
GGT landed the Challenge TV - formerly known as the Family Channel -
account in May last year after Flextech shifted the station’s business
out of TBWA following the departure of Trevor Beattie.
Beattie commented: ’Endurance has long been the most notorious show on
television, so advertising it has been a hoot.’