Last Saturday, Channel 4 kicked off a six-part series based on
Armistead Maupin’s bestseller, More Tales of the City, a candid look at
life in 70s San Francisco.
The first instalment sets the scene with a bizarre set of characters
flung together in one house. They are the neurotic Michael Mouse, who
finally finds love with a handsome doctor, the naive Mary Ann Singleton,
who ends up with a man with a memory problem, and the hippy, Mona
Ramsey, who tries to find herself with the aid of Quaaludes. All of
these hapless characters are watched over by the landlady, Anna
Madrigal, who also happens to be a transsexual.
Advertisers in the first break were Vauxhall Astra, Hellmann’s
Mayonnaise, Covergirl Cosmetics and Dairy Crest. The buyer for Vauxhall
Astra chose the slot for the first day of its new ad campaign. The ABC1
audience anticipated for Tales of the City fitted perfectly with his
client’s consumer profile.
Both Procter & Gamble’s Covergirl Cosmetics and Hellmann’s Mayonnaise
went for a spot guaranteed to pull in a young, upmarket female
The quirky nature of the programme also suited the Hellmann’s ad.
Client: Vauxhall Astra
Agency: Western International
Buyer: Andy Thornes
Agency: BMP Optimum
Buyer: Allister McDonald
Client: Covergirl Cosmetics
Agency: Leo Burnett
Buyer: Mauricio Leon
Programme: More Tales of the City
TV station: Channel 4
Date: 1 August, 22.00
Break transmission time: 22.16
BARB: ABC1 housewives TVRs (live)