Museum supporters portrayed as soccer fans in CHI TV work

The Campaign for Museums has become the latest advertiser to try to cash in on World Cup fever with a television advertising campaign for its Museums and Galleries Month through Clemmow Hornby Inge.

Channel 5 has joined with the Campaign for Museums charity, which promotes Britain's cultural resources, and the ad will only air with this broadcaster.

The spot opens with an aerial shot of a football stadium and cheering supporters. It then cuts to the pitch where two men in medieval garb are embroiled in a sword fight.

The excitement builds among the crowd, which starts chanting as a museum curator shows off an oil painting. In the final scene a diffident figure in the middle of the pitch displays a Japanese vase. As the crowd cheers his confidence grows and he lifts the vase triumphantly into the air.

In a recreation of the 1966 World Cup final a group of supporters lift the hero on to their shoulders and the voice- over says: "Last year more people in Britain visited museums and galleries than went to football matches."

The campaign was written by Charles Inge and directed by Lee Shulman through Partizan. Media buying is handled in-house.

The media schedule will depend on the availability of Channel 5 airtime.