TBWA GGT Simons Palmer has created the launch campaign for UK Play,
the UK’s first music and comedy television channel.
The campaign breaks on 10 October on cable and satellite TV and national
cinema. It will be supported by postcards and other promotions in pubs
and clubs.
One 20-second spot sets the scene with a shot in black and white of a
sultry woman who asks in a foreign accent: ’What is life without music
and comedy?’ The mood is destroyed when it is revealed that she is
standing next to a shower. An old man wearing only a bath cap pushes
past and knocks her over with the shower door.
In the second execution, ’cow’, a man is revealed asleep in bed. Behind
him is a window through which we can see an idyllic rural scene of cows
grazing in a field. As the voiceover asks: ’What is life without music
and comedy?’, one of the cows in the field explodes unexpectedly.
UK Play is being launched on 10 October by UKTV, the joint venture
between the BBC and Flextech which runs UK Gold.
Jane Turner, the marketing controller of UKTV, said: ’This campaign
identifies with 16- to 24-year-olds for whom music and comedy are
essential entertainment. The style is irreverent and cheeky, just like
the channel.’
Trevor Beattie, the creative director at TBWA, added: ’UK Play offers a
unique mix of music and comedy. We guarantee people will rock with
laughter.’
The ads were written by Ed Morris and art directed by James Sinclair at
TBWA and directed by Steve Green. Media was bought and planned by New
PHD.
