The clone-crazed and formulaic nature of the gazillion-channel universe provided a trigger for the new Movie Network campaign ‘Not Regular Television.’ The result? Two commercials that stress the uncut and commercial-free nature of The Movie Network by satirizing the detritus of commercial television – one is a crime scene investigation spoof and the other is a mock spot starring a dipsomaniacal spokes-icon.
They also have a ‘not regular television’ buy. They’ll be on the big screen this month and next at GTA Famous Players, as well as on-screen at Ontario Future Shop locations where the spots will air on the programming wheel feeding the 200-odd in-store sets. Media Experts, Montreal, helmed the media plan and buy. The Future Shop deal is actually a repeat performance for the Movie Network, which previously aired season three of The Sopranos in-store. The thinking? Lots of people go to the Future Shop to pick up set-top boxes, so are an ideal audience for the service. The spots also have a six-week TV flight starting Jan. 17, and the buy includes the Super Bowl, The Academy Awards and the Grammies, as well as time on CSI, American Idol and The Amazing Race. Creative is by Taxi.
