The Turner Prize has drawn its fair share of controversy this year
- an all-woman shortlist and the notable absence of good, old-fashioned
paintings and sculptures helped raise the profile of the event.
As high art met high drama, the mounting tension was captured in Channel
4’s live coverage of the prestigious awards ceremony last week. Three
national advertisers lined up in the first ad break in the show: Tate &
Lyle, Hankook Tyres and Kilkenny Beer.
For Kilkenny, the show matched the profile of the beer’s target
The typical Kilkenny drinker is above-average intellect and likes to
keep on top of the latest trends, so the Turner Prize was a great
vehicle for the brand to underline that it’s a drink for egg heads.
Tate & Lyle has two target markets: your average housewife and what they
call Baking Boomers, those ABC1 housewives who dabble in a more
sophisticated form of home baking. The Turner Prize was a perfect
platform for hitting this latter category.
For Hankook Tyres, the Turner Prize Live was not an obvious choice but
added cover from light viewers.
Programme: Turner Prize Live
TV station: Channel 4
Date: 2 December, 21.00
Break transmission time: 21.20
BARB: ABC1 housewives 1.8 TVRs (live)
A still from Gillian Wearing’s Turner Prize winning video projection, 60
Client: Kilkenny Beer
Agency: The Network
Buyer: Phil McCauley
Client: Tate & Lyle
Buyer: Adrian Carter