4creative and Naked create mock travel ads for 'The OC'

by Jules Grant,, Brand Republic 18-Aug-04, 11:00

LONDON – 4creative and Naked have devised a quirky press campaign to promote the new series of cult US show 'The OC', using the creative idea of selling Orange County as a holiday destination.

The campaign includes a travel guide, The Smooth Guide to Orange County, to be given away in Time Out and Heat, plus television and radio work.

One press advertisement reads: "The hip paradise of the OC. Inside: USA's hippest teens exposed. Sarcasm, lip gloss and hardcore. Are you adorkable?"

Another execution features the line: "Welcome to the OC. Offer excludes the poor and the ugly" while the travel guide contains a feature entitled "Seven things you, like, really totally need."

James Walker, the account director at 4creative, said: "The travel idea is exciting as it gave us the opportunity to really explore the themes of the show by looking at the reality behind the place where the show is set -- the money and privilege as well as the clothes they wear, the music they listen to, the cars they drive."

The campaign was written by Tom Tagholm and Matthew De Abaitua and art directed by Mike Keane and Mark Leeds. Media planning and buying is through OMD.

The campaign kicks off on August 24 and the new series will be broadcast from August 30 on Channel 4 and E4.

The show, dubbed "'Dawson's Creek' with a dark side" follows Ryan Atwood, played by Benjamin McKenzie, who comes from the wrong side of the tracks and is plunged headlong into the privileged community of Newport Beach. It also stars Mischa Barton as Marissa and Adam Brody as Seth.

In the new series, Ryan and Marissa's relationship is set for more trouble with the impending arrival of Ryan's ex-girlfriend Theresa. Meanwhile, Seth has to decide between Summer, played by Rachel Bilson, and Anna, played by Samaire Armstrong. The new series will feature a guest appearance by heiress Paris Hilton.

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