As Playboy TV’s first shot at external cable advertising, a new ‘A Better Reality Awaits’ campaign promotes original programming and builds the frisky network brand. Airing in April, the new spots will poke fun at traditional reality shows, demonstrating how Playboy TV programs push the sexy envelope without fully flaunting XXX adult content.
Playboy TV is targeted towards males, ages 20 to 55, though the campaign entices both single men and couples, in accordance with Playboy’s emphasis upon ‘healthy sexuality.’
According to Gary Rosenson, SVP sales and marketing, Playboy TV, traditional reality TV strives for sexiness, but misses the target. Conversely, Playboy hopes to communicate that its programs go above and beyond to entertain a frustrated audience.
The campaign was spawned by ad agency Zig in Chicago, with help from the Toronto office. Spots will run on specific prime-time and lifestyle shows, while print and online elements will launch in April to strengthen the campaign message. Playboy and cable/satellite providers will mutually benefit from the campaign launch given that Playboy’s marketing efforts will seduce viewers to subscribe.
The Playboy TV programming lineup also includes comedies, live call-in shows, and XXX HD movies.
