Thinkbox launches first TV ad campaign

Thinkbox, the television marketing body for the main UK commercial broadcasters, is launching its first TV advertising campaign.

The ad is aimed at reminding advertisers of the effectiveness of TV advertising and will attempt to encourage them to seek help from Thinkbox if they are considering using TV for the first time .

The campaign launches with a ‘roadblock’ from 9.15pm on Sunday 31 May across over 70 TV channels from Thinkbox’s shareholders.

Thinkbox’s shareholders are Channel 4, Five, GMTV, ITV, Sky Media, Turner Media Innovations and Viacom Brand Solutions. Among the programmes the Thinkbox ad will launch in are Benidorm (ITV1), Night at the Museum (Channel 4), Terminator 3 (Five) and Desperate Housewives (E4).

Set in a hypnotherapist’s clinic, the ad features a young man who is encouraged to delve into his memory by the hypnotherapist. The patient unleashes his stream of consciousness, impersonating famous lines from much loved TV ads that are part of popular culture. The ad ends with the lines ‘It’s funny how 30 seconds can last a lifetime’ and ‘Television: where brands get their breaks’ before encouraging viewers to visit Thinkbox’s website (thinkbox.tv) for advice on TV advertising.

The ad was created by creative agency The Red Brick Road and directed by Chris Palmer of Gorgeou. Media planning and buying has been by MediaCom and the campaign will be on air for approximately four weeks. Some spots will also feature an interactive red button element behind the ad with interviews with senior marketers.

Lindsey Clay, Thinkbox’s marketing director: “No advertising works as well as TV advertising and The Red Brick Road has met the challenge of demonstrating its matchless power superbly.

“I hope the ad will remind advertisers how TV investment continues to deliver the best ROI for brands. It’s never been more important to make sure every business understands the success TV can bring them.”