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.”
“Search for the Perfect Girlfriend” — Playboy TV scoured the country for girls who embody everything it takes to be the perfect partner and shares them with viewers. Comedian Rick Kunkler looks at the qualities that make these significant others the pinnacles of perfect partnership to see who deserves bragging rights as the “Perfect Girlfriend.” New episodes air Fridays at 9pm ET & PT.
“Foursome: Season 3″ — Playboy TV’s popular reality dating series is currently casting sexy singles looking to explore their wild side on a 24-hour blind date. In each episode of “Foursome,” Playboy TV brings together two gorgeous girls and two hot guys to live out the most unforgettable night of their lives. Unlike other dating shows the cameras never stop rolling on “Foursome” capturing everything from the hottest, most passionate moments to the drama of jealousy - and viewers get to see it all. Season three of “Foursome” is scheduled to premiere in August.
“King of Clubs: The Palomino” — Playboy TV has ordered this new series from executive producer Leslie Grief (“Gene Simmons’ Family Jewels” on A&E) to produce a reality series based on the legendary Las Vegas adult entertainment club, The Palomino. The series will be an uncensored look at the club manager Adam, his bookkeeping mom, Michelle, and her ex-husband, the club’s owner, Dominic Gentile. Joined by a colorful group of dancers and misfit employees, the family will strive to turn this former Rat Pack hangout into the hottest club in Vegas. The series is currently in production, and it is scheduled to premiere in August.
First launched in 1982, Playboy TV helped pioneer the premium channel TV market and recently celebrated its 25th anniversary. Playboy TV, available in more than 66 million homes nationwide and more than 70 countries throughout Europe, Latin America and Asia, has grown to be a powerhouse of subscription and on-demand programming, offering viewers a variety of genres including reality series, international travelogues and behind-the-scenes glimpses into the world of Playboy, all with the fun and sensual tone for which Playboy is known.
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