Playboy TV, a pioneer in premium television, today announced a new, integrated marketing campaign to support the channel’s upcoming slate of original programming. Introducing the theme “A Better Reality Awaits,” the witty campaign parodies the bland and often boring reality shows on other channels and offers viewers an exciting look at the uncensored world of reality television on Playboy TV.
The new campaign breaks in April and will reach consumers through cross-channel television ads, radio, print and online.
“Mainstream reality TV tries to be sexy but in the end, the best parts are either blurred, bleeped or blocked,” said Gary Rosenson, Senior Vice President, Sales & Marketing, Playboy TV. “This campaign has a little fun at their expense by juxtaposing Playboy TV’s sexy and uncensored reality series with the often frustrating experience of most reality TV.”
The first ad, “Eligible Women,” takes on a popular reality television show about a group of single women competing for the affection of one “bachelor.” The spot features one of the eligible women welcoming you to her reality that includes catty, shallow women and a bachelor that’s not really worth competing for. The viewer is whisked away to Playboy TV’s “69 Sexy Things To Do Before You Die,” demonstrating that a better reality awaits for couples who are open to living life to the fullest in exotic destinations around the world.
“Date,” the second ad in the campaign, skewers an early reality dating series. The spot shows a guy and girl whose thought bubbles do all the talking, welcoming you to the painfully boring reality date where the couple is guaranteed not to hook up. The ad quickly transitions to Playboy TV’s “Foursome” which features 2 guys, 2 girls, and all the action, conflict and uncensored fun you could possibly have on a first date.
The new campaign was created by zig, an ideas company within the MDC Partners network with offices in Chicago and Toronto. It will run nationally on select primetime and lifestyle shows that reach the Playboy TV audience. An accompanying print and online campaign will reinforce the “A Better Reality Awaits” message.
“With Playboy TV’s reality television, no one gets eliminated, no one seeks immunity and the cameras never shut off – which makes Playboy TV far more interesting than the competition,” said Stephen Leps, Creative Director, zig Chicago. “Viewers are looking for a more exciting take on traditional reality television, and this new campaign leverages the “guilty pleasure” appeal of reality shows with the freedom of Playboy TV programming.”