Metaphors

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Released:	August 2007
Avertiser:	SKY TELEVISION
Brand name:	XXX Adult Channel
Agency:	DDB NEW ZEALAND
Country:	New Zealand
Category:	Publications & media
Tags:	ENTERTAINMENT & LEISURE Work Prints Телевидение PUBLICATIONS & MEDIA

Credits:

When asked to launch SKY Television’s new porn channel, Fresh TV, the challenge we faced was that a good part of the advertising had to run in mainstream media.

The content has changed from XX to XXX porn (that’s no-holes-barred stuff, quite literally). We had to convey this news without causing offence. The answer was to say nothing but allude to everything. The ads are self-selecting; if you get them, you’re into it. If you don’t, you’re not.

The campaign includes TV, web, viral, posters, print, greeting cards for loved ones and giant tissue boxes that were sent to all the ‘laddish’ radio stations. The viral has aroused a bit of interest.

Product : XXX Adult Channel
Agency : DDB New Zealand
Creatives : Toby Talbot (Executive Creative Director)
Bridget Short (Art Director)
Regan Grafton (Copywriter)
Chloe Sutherland (Agency Producer)
Director(s) : Nic Finlayson
Prod. Co. : Film Construction
Country : New Zealand
Other Credits : Sound - Liquid