Paramount runs anti-Euro spot

Paramount Comedy Channel is using an anti-Euro sing-a-long set in a British pub to promote the comedy series Time Gentleman Please in a television campaign through Farm.

The commercial for the show features the comedian Al Murray, made famous by his alter ego, the Pub Landlord. The spot uses the theme of the show's comic skit "back off Brussels", set to the tune of the football chant "En-ger-land".

The campaign is scheduled to run across ten channels including Sky One, E4, UK Gold, Bravo, ITV2, Sky Sports and Men & Motors.

Chris Hancox, the director of sales and marketing at Paramount, said: "We do four major campaigns a year to support programming that we think can pull in new viewers to the channel. We feel this show has the potential to bring more young men to Paramount."

The anti-European ad is the third controversial spot Farm has created for Paramount. Last year, ads promoting the political comedy Spin City contained a reference to the 11 September terrorist attacks by ridiculing the "good day to bury bad news" strategy adopted by Steven Byers' former aide Jo Moore.

A Sex and the City spot featuring two women discussing threesome sex was moved to after the 9pm watershed.

"We are a comedy channel and can hopefully get away with these sorts of spots. They get noticed and talked about, and you have to stand out from the crowd," Hancox said.

The ad was written by Jonny Parker and art directed by Nik Stewart. It was directed by Pat Holden at the Pink Film Company. Media planning and buying is through Equinox.