Client: Gillette Agency: BMP DDB Buyer: Sharn Delf

Client: Gillette

Agency: BMP DDB

Buyer: Sharn Delf

Client: Kellogg’s

Agency: J. Walter Thompson

Buyer: Bobby Din

Client: Pepsi-Cola

Agency: BMPDDB

Buyer: Peter Belkin

Programme: Savannah

TV station: ITV LWT

Date: 21 June, 20.30

Break transmission time: 20.45

Barb: 22 women ratings (live)

ITV has taken a battering of late for its lacklustre schedule, but the

entrance of Savannah, a glossy US soap billed as the new Dynasty, could

help revive its fortunes.

The programme is looked upon by many agencies as one of the few

opportunities to target the army of women who have been turning their

backs on the box during Euro 96.

There were seven advertisers in the first break: Gillette Sensor

Excel for Women; Muller Lite; two for L’oreal - Vitamin Radiance and

Ambre Solaire; Kellogg’s Fruit and Fibre; Sainsbury’s; and Pepsi-Cola’s

Mountain Dew.

For advertisers, the major draw was that Savannah was the first outing

for a much-hyped show that was likely to attract young women. This was

certainly the case for L’Oreal and Gillette, which saw Savannah as a

potential highlight in a poor schedule.

For Muller, the spot was viewed as unique for June, offering a good

opportunity of drawing its target market of young housewives. It wasn’t

the natural home for Mountain Dew, which took a chance on its first-run

appeal, but may not buy into such a break in the future.