THE L WORD TV SERIES: CAVEMAN

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Released:	October 2007
Advertiser:	Prime TV
Brand name:	THE L WORD TV SERIES
Agency:	DRAFTFCB NEW ZEALAND
Country:	New Zealand
Category:	Publications & media
Tags:	Auckland

Credits:

Advertising Agency: DRAFTFCB NEW ZEALAND, NEW ZEALAND, Auckland
Creative Director: James Mok
Scriptwriter: Chris Schofield
Agency Producer: Charlotte Glennon
Account Supervisor: Fleur Head
Advertiser's Supervisor: Mike Watson/Kate Whittle


Script in English
SFX: Background music

MVO: I tell you what mate, this whole lesbian business on the TV. What I want to know is, when did the world start going to hell in a flamin' handbag?

There weren't any lesbian cavemen. They never would have bloody survived. The cave'd be bloody tidy but they'd be waiting a long time for someone to come home with a buffalo. It’s all very bloody well and la-dee-da sitting around sewing their leopard skin outfits and doing their bloody cave laundry but you ever see a lesbian run down a wildebeest? Not bloody likely, mate.

Have a look at these ones on they telly. Jesus, that ones all right. Margaret! Stick a tape in will ya love? I might watch this a bit later while you’re mowing the lawns.

ANN: The L Word. That bloody lesbian love la-dee-da. 9.30pm Sunday. It’s on Prime.
Brief Explanation
Brief: Raise awareness of the new season of The L Word on Prime TV to urban 28-49 year-old men and women with modern liberal lifestyles. The campaign needed to reach beyond the obvious gay market and reach the broader straight market that would be attracted to the show’s raunchiness.

Solution: The theme of The L Word – lipstick lesbian love life in L.A. – is salacious and provocative. This radio campaign was created with a very black take on how people would be disgusted by it yet compelled to watch it, doing it as directly as the programme itself deals with lesbian sex.