Just as cooking and DIY shows are becoming increasingly prolific on
TV, style programmes are also catching on. She’s Gotta Have It, fronted
by Jimmy Tarbuck’s daughter, Liza, is Channel 4’s latest offering on
fashion.
In the first in a series of eight, three women of various shapes and
sizes were sent to find an outfit in this season’s latest hue -
grey.
While one victim was steered away from her precious designer labels
towards the high street shops, another somehow managed to manoeuvre her
way back towards top designer names and get away with it.
Advertisers appearing in the first ad break included L’Oreal Plenitude
Revitalift, Shredded Wheat, SMA Nutrition and Argos.
The TV buyer for L’Oreal Plenitude Revitalift saw a natural fit between
the product and the fashion programme.
The new version of the Shredded Wheat ad featuring a manic lollipop lady
broke on the night of the show, and its buyer deemed the ad break a good
spot to target a female audience during a strong programme line-up on
Channel 4.
Argos, eager to appear more fashionable towards a younger generation,
wanted to run an ad during a new series promising to attract light
viewers.
Client: L’Oreal Plenitude
Agency: Universal McCann
Buyer: Trudi Williams
Client: Argos Catalogue
Agency: MindShare
Buyer: Chris Skinner
Client: Shredded Wheat
Agency: Universal McCann
Buyer: Caroline Lidington
Programme: She’s Gotta Have It
TV station: Channel 4
Date: 23 September, 20.30
Break transmission time: 20.45
BARB: Housewives and kids 9.6, Women 16-34 9.2 TVRs (live)
