Five USA unveils new look
Five USA has unveiled its new on-air look to support the re-branded channel, which is set to launch on Monday.
Five’s creative services have work with DixonBaxi to create an on-screen campaign, which “reflects the channel’s strong American programming with a bold and vibrant series of brand spots, idents and promos,” according to the broadcaster.
Most of the promos were filmed in major US cities, including Las Vegas, New York, LA and Miami.
Nol Davis, Five’s head of creative services, said: “We wanted to create a more dynamic and edgy look to showcase the new programming and the bolder channel identity. The refreshed channel now perfectly complements the younger, faster, louder brand of its sister channel Fiver.”
Five USA launches with a set of nine idents, which travel from city to city, as well as longer form spots of up to three minutes each, taking the viewer on journeys including helicopter trips and car rides.
Aporva Baxi, DixonBaxi’s creative director said: “The tone and pace of the new identity is ‘Electric America’, an exciting, daring and distinct mirroring of the programming and channel ambition.”
Five USA has recently managed to secure the UK premiere of 13-part series The Beast with Patrick Swayze, as well as the second series of 30 Rock and the seventh and final series of The Shield.
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