Corus launches ‘Naked’ campaign, names new Treehouse series

The broadcaster puts some media muscle behind the premiere of its new show How to Look Good Naked Canada, while Treehouse announces new shows for the winter lineup.

Just in time for full-body scans at Canadian airports, W Network is urging women to feel better about their bodies in a Toronto- and Vancouver-focused media campaign in support of its new show, How to Look Good Naked Canada.

The reality show, a Canadian spinoff of the UK original, debuted last night and features ‘real’ Canadian women getting full-body, non-cosmetic-surgery-enhanced makeovers to help improve their self-esteem.

The media campaign, with buying handled by ZenithOptimedia and creative handled by Toronto’s Zig, launched this week and will last throughout the month. It includes on-air promo through W Network, radio spots via Corus properties, online and OOH, which includes transit shelter ads and a Zoom Media ad network buy in Toronto and Vancouver.

The print creative behind the campaign features funny fruit-body comparisons, while another execution urges women not to go naked in public just because they feel ‘fabulous.’ The radio ads feature spots with a rhyming chant about ‘Mary,’ who thinks her body is ‘scary.’

In other Corus television news, the kid-oriented Treehouse channel will debut two new series’ next month, both with sponsorship opportunities still available. A UK/Canada collaboration between Corus’s Nelvana and UK-based Guess with Jess Limited, Guess with Jess (52 x 10 min) features a curious kitten who likes to explore the world around him and asks viewers to help him via a website. It debuts Monday, Feb. 22 at 6 p.m. ET.

The second, The WotWots, is an ABC series (52 x 10 min) featuring aliens who come to explore Earth and land in a local zoo. It premiers Feb. 22 at 6:15 p.m.

Treehouse is seen in over eight million homes across Canada.