News International will advertise its online service,
CurrantBun.com, on television this week as part of a pounds 1
million-plus television and radio campaign.
The TV work - the first national TV advertising for a free online
service provider - was created by The Sun and News of the World agency,
TBWA GGT Simons Palmer.
Fronted by Johnny Ball, the children’s TV presenter, it promotes
CurrantBun.com as the champion of ordinary people on the net in an epic
struggle against the ’anoraks’ who are perceived to dominate the medium.
To symbolise the end of the anorak reign, Ball leads a Pied Piperesque
trail of people through the country, culminating in a burning of
With the tagline, ’Easy. Dot.Peasy’, the ads will run until 16 May and
are supported by a radio campaign on Virgin and Talk Radio. Viewers and
listeners are asked either to call a free phone number or pick up a
CD-Rom at their local Asda, with which NI struck a partnership deal last
Ellis Watson, general manager at CurrantBun.com, said: ’The campaign is
about getting the man and the woman on the street to realise they can
unlock the power of the web without an anorak.’
The ads were created by George Hepburn and Andy Howarth, directed by
Morgan Hutchins and produced by Alex Heathcote through Hutchins
Media planning and buying is through Carat.