TBWA ads promote the humorous side of The Farm on five

by Claire Billings, Campaign 10-Sep-04

Five is promoting its new reality show The Farm with a campaign by TBWA\London.

The advertising highlights the humorous aspect of the series, which is being billed as a rural version of I'm a Celebrity ... Get Me Out of Here!

The ads show that celebrity status counts for nothing on The Farm. In one execution, a pig holds a designer handbag while, in another, a pair of bejewelled hands are shown milking a cow.

Ninety-six-sheet posters will appear in London, Scotland, the Midlands, the north-east and the Granada TV region. Research has shown that reality programmes and five pull in large audiences in these areas.

Giant 96-sheets and golden squares - sites in high-traffic areas - will appear in London. Media was planned and bought by Vizeum. The ads were written by Roderick Fenske and Rob Turner and art directed by Michael Barker and Nic Hutton.

The posters will run for two weeks before The Farm hits TV screens on 26 September. Teaser spots will appear on satellite channels from 20 September and radio ads will run for the three-week duration of the series.