UKTV has entrusted the stars of Taskmaster - including Noel Fielding, Lolly Adefope, Mel Giedroyc, Hugh Dennis and Joe Lycett - to design the show’s latest advertising campaign as part of the new series' launch on Dave.
In line with the central premise of the show – to accept challenges by the Taskmaster, Greg Davies, and his assistant, Alex Horne – the stars of the series were handed a 48 sheet billboard and art supplies along with a note that read:
“Dave has put you in control of its advertising. Design the billboard for the new series. You have 30 minutes - your time starts now.”
The artwork produced, along with footage of the task, will be used as the advertising campaign for the fourth series of Dave’s Taskmaster, collated by UKTV Creative, the broadcaster’s in-house creative design shop.
The campaign will run across UKTV owned-airtime, plus commercials on ITV and Channel 4 digital channels, broadcaster VOD, Facebook Canvas and digital and static billboards.
The broadcaster has also produced a “making the advertising” programme short for the free TV streaming service, UKTV Play.
Fans will be invited via a social media campaign to decide which contestant is crowned the winner of the task, announced ahead of the first episode airing on 25 April.
To encourage greater audience participation in the show, each week viewers will be asked to complete a task set via Dave’s Facebook and Twitter accounts, with the winner receiving a takeaway voucher.
Cherie Cunningham, senior marketing manager at UKTV, said: “Our marketing team started with the insight that viewers quickly become fans of the show when they see a task being played out.
"So UKTV Creative came up with the concept of making the ad campaign for the show a task in itself, and Avalon who produce the show kindly gave us access to create a whole bespoke short of the task for UKTV Play.”