The famous black Mastermind chair will feature in a £1
million national poster campaign to relaunch the show on the Discovery
Created by Hooper Galton, the poster push will use straplines to compare
Mastermind with its popular successor, Who Wants to be a Millionaire?.
It will imply that people taking the Mastermind challenge need to be
both braver and brainier with lines such as "no, you can't phone a
friend" and "no point asking the audience".
After a break of five years from TV, Mastermind will return on 12
November with the same black leather chair but Clive Anderson in place
of Magnus Magnusson.
To gain maximum coverage, the campaign will run on one in four of the
UK's 96-sheet poster sites for a month from 1 November.
Oliver Lewis-Barclay, a managing partner of Hooper Galton, said: "This
is essentially an announcement job as there'll be millions of people who
will be delighted to hear that Mastermind is back."
The ads were written by Steve Hooper and Dominic Paver and art directed
by Martin Galton and Dave Westland. Media planning and buying is by