UKTV releases spoof perfume ad created by Mother to promote season two of Suits on Dave

By Gillian West | Social media manager

Mother

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dave article

February 1, 2013 | 2 min read

US legal drama Suits, which is aired in the UK on Dave, it’s the focus for the latest above the line campaign for the UKTV channel.

Created by Mother, the campaign is the agency’s first work for UKTV since being appointed to handle off-air marketing and advertising for three of the broadcaster’s channels – Dave, Watch and Alibi – last October.

Promoting the launch of the show’s second season on Dave, the campaign revolves around Suits character Harvey Specter (played by Gabriel Macht). As Specter is the kind of guy who wears a ‘personal scent’ Mother has created a pastiche fragrance for the ad, a fictitious perfume called ‘Success by Harvey Specter’.

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The campaign work spans out of home and press executions with a special tip-on perfume ad running exclusively in Shortlist magazine. The Shortlist ad has been designed to look like any other upmarket fragrance. However when the bottle is peeled away the joke is revealed, there is no scent, just the message: “Yeah, you wish you were Harvey Specter” alongside details of the show’s transmission time on Dave.

Hik Sasaki, senior marketing manager UKTV – Dave and Gold, said the campaign was just the start as the broadcaster is “acquiring new and exclusive content as well as commissioning our own programmes” creating “lots more opportunity for work as good as this”.

Mother strategy director Samuel Payne, added: “Already the campaign has caught the eye of Gabriel Macht who's posted a complementary tweet. We're excited about all the work we're set to make with UKTV and the work for Suits is a great start.”

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