Everybody’s favourite Glaswegian made a break from Cracker, instead
turning up on a plague-ridden boat in a feature-length version of Robert
Louis Stevenson’s classic novel, the Ebb-Tide.
Robbie Coltrane has hasn’t been seen lately as anything but the
facetious shrink with a penchant for wine, women and song. The Ebb-Tide
attracted Cracker fans, as well a literate audience, being heavier than
adaptations such as Emma and Pride and Prejudice.
The advertisers in the first break were One-2-One (Up-2-You), DHL, PC
World, Heinz Tomato Ketchup, Colgate Total and Rolling Rock.
One-2-One’s latest product, the Up-2-You pre-paid voucher scheme, has a
broad media strategy, targeting light entertainment, drama and films.
The break was seen as an opportunity to step up its competition against
rivals.
Rolling Rock was put in the break to reach a more discerning and
upmarket younger male audience. The programme was seen to reflect the
brand’s personality.
Heinz bought into the break as its recent advertising fits in with
programmes with high production values, such as the Ebb-Tide.
Programme: The Ebb Tide
TV station: ITV
Date: 24 September, 21.00
Break transmission time: 21.20
BARB: 9.8 housewives with children TVRs
Client: One-2-One
Agency: Motive
Buyer: Sarah Nicholls
Client: Rolling Rock
Agency: Motive
Buyer: Danny Goldman
Client: Heinz Tomato Ketchup
Agency: CIA
Buyer: Patrick Rogers
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