Quiet Storm creates launch ads for US show Queer Eye

by Maja Pawinska,, Brand Republic 13-Nov-03, 16:00

LONDON - Creative agency Quiet Storm has launched a campaign for Living TV to publicise the station's new US import, 'Queer Eye for the Straight Guy'.

The makeover show airs this week on Living TV and will be supported with a five-week campaign of national press advertising and building wraps in Manchester, Leeds and Glasgow.

'Queer Eye for the Straight Guy' took the States by storm this summer, shattering all previous ratings for the US Bravo network. The show features a team of five gay experts with a mission to convert style-deficient and culture-deprived straight men "from drab to fab".

The first week of the campaign is a teaser with the word "Queer". Other ads include quotes from the stars of the show, including "Hello, it's the 1980s on the phone and they want their hair back" and "Do you have bad credit or just bad taste?".

At Quiet Storm, the campaign was written by Becky Clarke, art directed by Trevor Robinson and produced by Keri Powell. Media buying and planning was handled by Living TV's agency PHD Compass.

Robinson said: "We've all enjoyed working on the campaign. The work focuses on the fact that the word 'queer' has a positive meaning in the US and doesn't have any negative connotations."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.