Paramount launches ’lesbian’ commercial

The Paramount Comedy Channel is launching what it claims is the UK’s first lesbian television commercial next week in a drive to raise awareness of the channel and boost audiences for the US sitcoms, Ellen and Cybill.

The Paramount Comedy Channel is launching what it claims is the

UK’s first lesbian television commercial next week in a drive to raise

awareness of the channel and boost audiences for the US sitcoms, Ellen

and Cybill.



The new ad has been created by the HHCL Brasserie and features Rhona

Cameron, the gay TV presenter, extolling the joys of the Ellen comedy

show.



Ellen, one of the most popular comedy series in the US, stars Ellen

DeGeneres.



Both the Ellen character and DeGeneres recently came out as lesbians,

sending shockwaves through Middle America.



Paramount is now playing on this publicity to promote its screening of

Ellen on Friday nights. In the ad Cameron says: ’I love Ellen. She’s

blonde and she plays on the same team as me.’ The commercial also

promotes Cybill, which will air on Friday nights, but since Cybill is

patently heterosexual, Cameron does not quite feel the same way about

her.



The ad breaks on 13 October and will run for eight weeks on most UK

satellite stations, with media buying through Booth Lockett Makin. The

creative work was conceived by the Brasserie project team of Mischa

Alexander and Chris McDonald, directed by Elizabeth Whiston and David

Sheldon and produced by Claire Sadler.



The campaign comes nine months after the relaunch of the Paramount

Channel as the Paramount Comedy Channel, with a new focus on popular

comedy series such as Frasier, Roseanne and Cheers.



Since its February relaunch, the channel’s ratings have risen by around

150 per cent.



According to the marketing director, Dan Brooke, the channel is now

proportionately the youngest and most upmarket of any TV channel in the

UK.