MEDIA CHOICE: Ian Darby, Campaign's senior reporter, picks Channel 5's advertising for its England v Albania match last Wednesday

'While Channel 5's moving pitchside ads have provoked strong

feelings among viewers, its campaign to build audience for last week's

England v Albania game was inspired.

'It bought ownership of The Sun's latest morale-booster for our lads,

'Sven on a Stick', and backed it with a comic viral campaign featuring

Celebrity Big Brother 'contestants' George Bush, John Lennon and Yoko

Ono waving Sven sticks. A great way of building Channel 5's growing

association with football, even if the reality translates to waving a

bit of paper stuck to a ruler. It was just a shame that dodgy Albanian

editing meant we missed one of the goals.'

Client: Channel 5

Medium: Press and internet

Media planner/buyer: Jenny Howard at Walker Media (press). Internet by

Channel 5

Creative: Walsh Trott Chick Smith

Brief: Capture the ways in which England fans have taken Sven to their

hearts in the ads and show that Channel 5 is behind Sven.

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