Client: W. H. Smith Agency: Motive Buyer: Peter Edwards

Client: W. H. Smith

Agency: Motive

Buyer: Peter Edwards

Client: Ford

Agency: The Network

Buyer: Caroline Bamford

Client: After Eight

Agency: J. Walter Thompson

Buyer: Claus Schiko

Programme: Muriel’s Wedding

TV station: The Movie Channel

Date: 21 November, 20.00

Break transmission time: 19.56

Barb: 16-34 women, 1.34 TVRs

At the movies, the Australian film, Muriel’s Wedding, was a surprise

hit. As the nation - or the bit of it that subscribes to the Movie

Channel - settled down to catch what they missed at the cinema,

no fewer than eight advertisers jostled for attention in the break

leading up to the TV premiere.

The boys at Motive, on behalf of W. H. Smith, followed the planner’s

brief (faxed from Abbott Mead Vickers BBDO) to the letter. ‘Family

gatekeepers, that’s who you need to target,’ they were instructed.

‘Housewives with kids, that’s what that means,’ they thought. Quite

right too.

The Ford Ka was first in the break for less scientific reasons. The

consensus at the Network was that this was a bloody good film. The

mindset, rather than the demographic, was the key.

Country Music TV, Rowntree’s After Eight, Birds Eye White Meat, the

Australian Tourist Commission (for obvious reasons), Chanel No 5 and

Vidal Sassoon were the other competing brands.

For After Eight, the target was light viewers who had made an

appointment to view, with the possibility also of catching some older

viewers who tend to plan their Christmas shopping in advance.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content