Channel 5 is to use an extensive autumn poster campaign as part of
its drive to increase audience share.
A series of 48- and 96-sheet posters through Walsh Trott Chick Smith
will break nationwide on 12 October and highlight the broadcaster's
range of real-life crime and human interest shows.
A damaged cot promotes subjects from "nightmare kids to abusive
parents", while a surgical rubber glove showcases crime documentaries
covering "autopsies to forensics".
The campaign marks a significant shift from last year's "smiles"
campaign that poked fun at celebrities by overlaying their faces with
graffiti-style grins.
"There's no doubt that our previous advertising has helped to create a
distinctive personality in the market," Channel 5's deputy marketing
director, David Bainbridge, said. "But we need a bit more intelligence
and a little less irreverence if we are going to get certain sections of
our viewing audience to re-appraise us."
The ads were written by Anna Goodyear and Elaine James and art directed
by Steve Back. Media is through Walker Media.
