The epsiode of Ellen in which the lead character announces she is
gay was hyped across all media following its airing on US TV just under
a year ago. Last week the episode was shown in the UK with Ellen casting
caution to the wind, announcing she is gay as Laura Dern tempts her out
of the closet.
Channel 4 spun a ’coming out’ evening around the infamous episode but,
despite people’s claims that today’s society is more liberal, the
broadcaster was unable to find a sponsor willing to turn pink for the
But there was a strong line-up of advertisers in the first break. They
included: Peugeot 306, Lion Bar, BSkyB, Walkers Crisps and Wrigley’s
The buyer for Peugeot 306 chose the spot because event TV attracts a
strong audience of light viewers. Ellen is also an upmarket comedy
attracting ABC1 adults.
BSkyB, which has been running a heavyweight advertising campaign on
terrestrial TV, chose to advertise in a programme which was heavily
promoted and attracted a young adult audience.
The buyer for Walkers bought into a special interest programme where he
felt people would pay attention to the advertising.
Client: Peugeot 306
Agency: Initiative Media
Buyer: Matt Holmes
Agency: Universal McCann
Buyer: Ian Castle
Client: Walkers Crisps
Buyer: Mark Pimbley
TV station: Channel 4
Date: 25 April, 22.00
Break transmission time: 22.16
BARB: Women 16-34 6.4 TVRs (live)