Trainspotting, the film adapted from the cult novel by Irvine
Welsh, premiered on Channel 4 last week with a cast including Ewan
McGregor, Robert Carlyle and Jonny Lee Miller. It was guaranteed to pull
in the punters.
The film follows the lives of a group of lads living on the rougher side
of Edinburgh and recounts criminal acts which feed their growing drug
addiction. Despite this controversial subject matter, the film failed to
Advertisers in the first break were Levi’s, Oasis’s Be Here Now,
Vodafone, Polaroid and Audi A8.
Levi’s used the spot to launch its ’White Tab’ range. They were taking
advantage of a target audience perceived to be stylish,
fashion-conscious and aged 16-34.
Polaroid used the slot to position its camera as a fun product which
shouldn’t be associated with the 70s any longer. The camera is promoted
as an item for a good night out, and the film provided the perfect
environment to get people into the right frame of mind.
Audi chose the break to advertise the Audi A8 range. Aimed at ABC1 men,
the idea was that viewers would make a deliberate decision to watch the
film, given prior media interest.
TV station: Channel 4
Date: 26 November, 22.00
Break transmission time: 22.23
BARB: Men 16-34 11.5 TVRs (live)
Client: Levi’s White Tab
Buyer: David Benson
Buyer: Jez Groom
Agency: BBJ Media Services
Buyer: Sharon Thomson