TELEVISION station, stv is today launching an on-air TV advertising campaign for its brand new, recently launched lifestyle website, stv.tv.
The first part of the site to be advertised on screen is the ‘out’ section – which stv describes as the “ultimate source for what’s going on across Scotland, be it films, music, films, fashion or concerts”. There are two versions of the ad, which will be broadcast alternately.
The ads have been developed by Edinburgh-based agency, The Union, and, says stv managing director, Bobby Hain, they are “quirky and fun and successfully capture the ethos of the website. The site has been up and running for a couple of weeks now and already we’re getting a good response from users. The TV ads are designed to increase traffic to the site and generally raise visibility of what is an entertainment and info-packed website from a trusted brand”.
Set in a dull office environment, the first advert shows a bored office worker, Stuart, being ordered to copy a huge pile of papers. Stuart shuffles his way to the photocopier and lifts the lid, only to be met by a trumpeter popping up to play the Pearl & Dean theme tune. As Stuart wonders if he is dreaming or not, the line the delivered: “find cinema in a new place”.
stv owners, SMG, also own cinema advertisers, Pearl and Dean.
In another version of the scenario, an equally-baffled Stuart opens the photocopier to find a forest of hands holding mobile phones and swaying to loud live music. Stuart closes the lid and looks around, then slowly opens it again and watches as the music and the swaying hands re-appear.
The viewer hears: “find music in a new place”.