Harriet Green chooses the De Beers ad that ran in last week’s Channel 4
screening of Four Weddings and a Funeral. ‘The TV premiere was crying
out for romantic media placements. J. Walter Thompson’s specially-
adapted execution, which used the endline: ‘Four weddings anniversaries
Christmas engagements’, was just one of many to swamp the ad breaks. But
JWT went one step further by flagging its film by mailing gilt-edged
‘wedding’ invitations to key figures in the trade, inviting them to
watch.’ Media planners/buyers: Carol Lewis, Nick Ashley, creative work:
JWT
