Mother launches first burst for Emap's QTV

Mother has unveiled its first work for QTV, Emap's brand extension of Q music magazine on to digital television later this month.

Mother has unveiled its first work for QTV, Emap's brand extension of Q music magazine on to digital television later this month.

The national television and press launch campaign will spearhead the development of the Q brand into other media, aiming to build on the reputation of the title, which claims to be the biggest music magazine in Europe.

It will be followed by the launch of, a website that will aim to offer the magazine's news, reviews and samples of music with an opportunity to buy online.

The QTV campaign takes a tongue-in-cheek look at music fans and their unshakeable belief that the fame and trappings of being a rock star could be theirs.

The spots follow a main character, the Danster, whose life is ruled by his obsession with music, much to the chagrin of his weary girlfriend.

The Danster is seen making a fool of himself in various executions, including trying to smash a guitar and giving an unsolicited autograph instead of signing his bill.

In another spot, he sits cross-legged in a music shop strumming dreamily on an instrument while ignoring the shop owner's demands that he leave.

He is also seen returning an instrument he bought in the same shop, admitting that he doesn't know how to play it. The campaign will run across television, radio, style and music press.

It was written by Mother and directed by Graham Lineham through Talkback.

The press work was photographed by Daniel Stier. Media planning and buying is through Rocket.

Stephen Palmer, the marketing director at Emap Performance, said: 'Q is the biggest-selling music magazine outside the US, and after the success of The Box and Kiss TV, launching a channel dedicated to the world of Q was the next logical step.'

Andy Bellass of Mother added: 'We have created a campaign that cuts to the heart of Q's audience in that no matter how grown-up you are, you're still the proud owner of an air guitar.'

Mother won the national launch for QTV and Q digital radio in August.

Last week, the agency also won the task to launch the portfolio of Emap music brands online in partnership with the music retailer HMV.

Advertiser of the week: p20.

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