Holding the Baby (24 January, LWT)
Client: Gillette Sensor Excel
Agency: BMP DDB
Buyer: Sharn Delf
Buyer: Martin Allason
Programme: Holding the Baby
TV station: LWT
Date: (24 January, LWT)
Break transmission time: 20.45
Barb: 13.5 Housewife TVRs (live)
Nick Hancock has gained his laddish stripes hosting such hardy
perennials as They Think It’s All Over and Room 101. He’s also done
stand-up comedy and acted on the stage.
But any idea that his latest vehicle, Holding the Baby, could become a
son of Men Behaving Badly looks unlikely.
Basically, this is a tired old tale of a single parent - New Man
bringing up baby with the help of his laddish brother. Only Gillette and
BT made an appearance in the centre break. The Bill snaffled the chunk
of minutage in that clock hour - a hefty 3.5 minutes to be exact. That
left ITV’s new sitcom with just 1.2 minutes to fill.
Gillette Sensor was there in a bid to hit those elusive 16- to
34-year-old men. The thinking was that with weekday early peak viewing
monopolised by the likes of Emmerdale, it’s increasingly difficult to
find programming targeted at young men.
BT’s desire was to buy feel-good programming for its corporate
The ad features a couple of toddlers, which links in creatively with the
programme. Nick Hancock should have proved tempting bait, but sadly most
young men are probably down the pub at 8.30 on a Friday night.