UK Gold is launching a television advertising campaign that focuses
on the appeal of watching repeats.
The ads, created by TBWA GGT Simons Palmer, take a short clip from a
classic TV programme and repeat it over and over for comic effect.
One has repeated clips of One Foot in the Grave ’s Victor Meldrew
reaching to answer the phone and instead picking up a puppy. As the
endline, ’TV you want to see again and again’, comes up on the screen,
Meldrew is heard exclaiming: ’I don’t belieeeve it.’
In another execution, a clip of Shooting Stars’ Vic Reeves and Bob
Mortimer hitting each other over the head with a frying pan is shown
again and again, while a third features repeated clips of Reeves and
Mortimer chanting, ’Ulrika-ka-ka’. Each ad features the new endline.
The campaign breaks on 5 October and will run for two months on cable
and satellite.
’This is a very simple, very big idea,’ Trevor Beattie, creative
director of TBWA, said. ’We wanted to offer an essence of each of these
classic shows. It’s favourite moments with a twist. We think it’ll be
infectious.’
Jane Turner, marketing controller at UKTV, the joint venture between
Flextech and the BBC, said: ’TBWA has developed a brilliant campaign
based on a very simple idea which effectively communicates the essence
of UK Gold.’
The ads were written and directed by Joanna Perry and Damon Troth and
produced in conjunction with Nick Spillman at B&P. Media is handled by
New PHD.
