MEDIA: TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Client: Littlewoods Agency: BBJ Media Services Buyer: Shaun Jordan

Client: Littlewoods

Agency: BBJ Media Services

Buyer: Shaun Jordan



Client: Nike

Agency: Manning Gottlieb

Buyer: John Williams



Client: Ford Probe

Agency: The Network

Buyer: Haldun Kayai



Programme : Cutting Edge

TV station: Channel 4

Date: 7 October, 21.00

Break transmission: 21.15

Barb: 10.7 ABC1 men TVRs (live)



Most of us will remember Channel 4’s Cutting Edge expose on the hapless

Graham Taylor a couple of years ago (did we not like that?). So it’s not

surprising that agencies rushed to book their slots in the Paul

Gascoigne special last week, in anticipation of nice fat ratings.



Five advertisers tackled their way into the first break: Nike, Ford,

Guinness, BT and Littlewoods Pools. They were chasing men: youngish

upmarket ones - and, by and large, they got them. Guinness worked on the

idea that a lot of new lads aspire to be like Gazza - good at sport,

loads of money, great social life, good-looking bird - and would

therefore associate the drink with the image they hold of the player.



For Littlewoods, the programme offered the perfect link with its

‘celebration’ ad, which shows an actor mimicking the actions of famous

footballers. Here, of course, it had to be the Gazza ‘water bottle’

idea. BT could not resist the opportunity to slip in its call charges ad

featuring the former England manager, Terry Venables. Nike had booked

well in advance, claiming there isn’t usually that much football

programming on terrestrial. Ford was there for all those lovely ABC1

blokes.