Saatchi and Saatchi this week unveiled a new commercial starring a
decrepit old man for the soft-porn channel, Playboy TV.
The 20-second film, which will run on cable and satellite TV channels,
is intended to reinforce Playboy TV’s position as fun, erotic television
for men and women.
The ad opens with an old man bemoaning the fact that the sparkle had
gone out of his marriage until his wife suggested that they get Playboy
TV. At the end of the ad a caption comes up, revealing that he is, in
fact, a 28-year-old man, exhausted by his racy new TV viewing habits.
The ad was directed by Jeff Stark, written by Eddie Robinson and art
directed by Dave Hillyard. The creative director was Adam Kean.
Jessica Cox, Playboy TV’s marketing director, said: ‘The launch campaign
made a lot of noise for Playboy TV and led to enquiries far in excess of
targets. The second commercial uses humour again to communicate that
Playboy is suitable for the broadest possible audience.’
John Rudaizky, group account director on the business at Saatchis,
added: ‘‘Old man’ continues a theme of stylish advertising that puts
across the message that your sex life will be pepped up by Playboy TV.’
The ‘old man’ ad follows the ‘moan’ commercial, which was part of the
launch campaign for the five-week-old Playboy channel. The pounds 1.5
million account was awarded to Saatchis in August this year.
The Saatchis team, led by Rudaizky, beat off competition from Bean MC
and Harari Page for the creative business. Saatchis’ sister shop,
Equinox Communications, which handles the media, had to pitch against
the Saatchis media department and John Ayling and Associates for the
media account.
