Quiet Storm produces ads for Living TV show

Quiet Storm has created a series of humorous TV executions to promote Living TV's weekday evening chat show Loose Lips.

The campaign, composed of six 30-second executions, has been produced in the style of the US comedy show Saturday Night Live. The camera appears to find the programme's hosts Melinda Messenger and Richard Arnold in their homes when they least expect to be filmed.

In the first execution, entitled "bath", Messenger is caught unawares while scrubbing her grubby bathroom in her mock house on the Wittsend Estate.

She is forced to stop what she is doing and handed a script to read to camera promoting the show. The endline reads: "Loose Lips. Weekdays, 5.10pm to 6.10pm."

In another spot, "gym", we see Arnold at his lavish home, The Lodge, in Hertfordshire. He's seen desperately struggling to lift some weights while a harpist plays in the corner of the room.

He too is forced to stop and read from a cue card.

The new work, which breaks this week, coincides with a new start time for the programme of 5.10pm.

It is the first to emerge since Quiet Storm was appointed to the Flextech-owned entertainment channel account following a pitch through the AAR last month.

The copywriter was Becky Clarke with direction and art direction by Trevor Robinson. Kate Pirouet was the producer through Quiet Storm Films. Media planning and buying was by PHD.

The principal target audiences for the show are women aged between 16 and 44, and daytime TV viewers.

Trevor Robinson, the managing director of Quiet Storm, said: "The campaign has been a really enjoyable creative experience for us. Everyone at Living TV is absolutely passionate and dedicated and we are confident we can translate this into producing a really successful campaign that has impact."

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