Five Go To Rehab with INITIALS Marketing campaign
The launch of Comic Strip Present’s Five Go To Rehab is being promoted by Gold in a campaign by INITIALS Marketing.
Five Got To Rehab, which will feature Dawn French, Jennifer Saunders, Peter Richardson and Adrian Edmondson, is set to air next month in order to celebrate the 30th year of Comic Strip Presents, with experiential and digital activity set to build awareness.
Hik Sasaki, senior marketing manager for Gold, said: “Five Go To Rehab forms part of Gold’s multi-million pound investment in content for the channel. INITIALS’ has captured the spirit of Gold with a creative that combines the visual style of the original Blyton books, with the irreverence of Comic Strip, to target two diverse audiences.”
The campaign, based on footage filmed in London’s Victoria Station earlier this month, shows a timber set, with members of a brass band painted to blend into the environment, before beginning to play a rendition of Amy Winehouse’s ‘Rehab’, after which they would return to their original positions.
Mat O’Brien, creative director at INITIALS, added: “We worked with some exceptional talent in putting the stunt together and through Rubber Republic have been able to create some sharable content which we feel captures the nostalgia and comedic values encompassed in the new show.”
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