THE NINE
AD
TV3: Law and Order THE
Of course, most channels realise that they can’t expect
viewers to stick with them throughout the day and night,
so many choose to publicise their flagship shows in the
hope that they can at least attract a decent proportion
of the audience when those shows are on. This clever
Colenso BBDO, Auckland outdoor ad for popular crime
series Law and Order turns the billboard’s overhead lamp
Time was when TV stations could put pretty
into an interrogation tool, in the hope that it will gain TV3 much any moving image on our small screens
some audience share.
to be guaranteed throngs of slavering couch
potatoes mesmerised by tiny talking figures.
These days, of course, satellite and cable TV
ensure we have a seemingly endless choice of
mind-numbing ‘entertainment’ to while away
our lives with. Which means stations have had
to publicise themselves in the hope that our TV-
addled brains might recognise their logos as we
flick through the channels, causing us to pause
a while and absorb their content. Here are nine
examples of ads for TV
TVOne: Stars in Their Eyes
FOX MOVIES
Reality shows—particularly “talent” shows—have become
We start with a regional example. Leo Burnett Dubai’s ad
many TV stations’ staple product, unsurprisingly, being
for Fox Movies’ ‘Crime Time’ (three back-to-back crime
relatively cheap and easy to produce. Besides those who
movies) features an illustration reminiscent of the Mexican
actually enjoy the prospect of discovering previously un-
stand-off scene in Quentin Tarantino’s True Romance,
known talent, they also tend to attract viewers hoping to
with three different gangsters all pointing guns at the
see someone suffer crushing embarrassment and maybe
heads of the man in front of them (the first gangster is
start crying as their dreams are shattered. This ad for ama-
mugging a businessman). Smart, eye-catching work that
teur impersonation series Stars in Their Eyes addresses
shows a good understanding of the crime movie genre and
both sides, showing a Madonna wannabe in the mundane
its target audience.
surroundings of a supermarket.
TV6: I’d Do Anything For Money
In Sweden, TV6’s flagship show is Herre pa Tappan (I’d
Do Anything For Money). It’s possibly the zenith of real-
ity shows. Or the nadir—depending how you view these
things. The premise is that people will willingly allow you
to inflict great pain on them, provided you then give them
a bit of cash and put them on telly. As an example, this
two-page print ad shows a man having his facial hair waxed
((oone of the shone of the showw’s tamer money-earners).s ta
Prime TV: Secret Diary of a Call Girl
If watching people in pain isn’t your bag, maybe watching
them having sex is. That’s what Prime TV is counting on
with its screening of Secret Diary Of A Call Girl anyway.
This print ad is actually quite smart, capturing the voyeur-
istic mood of the show and explaining how the call girl’s
watch is the one item she won’t remove. And that it has a
face which can be “discreetly viewed from any angle”.
20 / 17 MAY 2009
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