Playjam picks Lowe to take over creative with irreverent work

Playjam, the interactive TV entertainment channel, has picked Lowe to handle creative work on its account in advance of an irreverent new campaign that aims to win more paying gamers.

A pair of ads featuring a man peeing in a showroom toilet and a woman having her breasts fondled set the risque comedy theme aimed at capturing the attention of the channel's core market of 16- to 34-year-olds.

Lowe was appointed without a pitch and on the strength of its edgy work for Reebok and Smirnoff.

Playjam, which claims to be the world's largest interactive TV channel, has grown as UK viewers have become more familiar with interactive TV services. It now secures more than one million gameplays each month.

The campaign's strapline is: "Can't wait until your next go?" It aims to lock in players who take up the offer of a free first game but don't move on to a second.

Media planning and buying is by ZenithOptimedia. The campaign breaks next week across all Sky TV channels.

The ads were written by Zac Ellis, art directed by Richard Littler and directed by Vince Squibb through The Paul Weiland Film Company.