Jobs for the girls in promo for FHM music channel

by Julia Pearlman, Brand Republic 20-May-05, 14:30

LONDON - Sexy women are seen doing jobs typically held by men in a campaign to promote the launch of Emap's FHM Music TV, which launches tonight.

The campaign has been designed to capture the values of the FHM brand as 'sexy, funny and useful' and features models performing typically male jobs such as a kebab shop worker, a fisherman, a greyhound racer and a street cleaner.

The campaign comprises seven 15-second ads along with seven five-second break bumpers for the channel identity. It was produced by Emap Performance Design and creative agency UP.

The environment of the promos has been designed to give a contemporary edge based upon a 1940s filmmaking style and the spots are set to classic songs from that era.

FHM Music TV will broadcast between 4pm and 6am and is available on digital satellite and cable to appeal to the FHM readership.

The channel will begin broadcasting with features such as 'School of Rock' and 'FHM 100 Sexiest: The Singers'.

It is the first Emap non-music brand to launch as a TV channel and will sit alongside other Emap channels such as Kerrang!, Kiss, Magic, The Box and Smash Hits.

The promos will feature on the channel itself as well as a number of Emap's channels and Sky as well as stills from the footage to be used in promotional material.

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