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Global is going “Big” in support of its new fall TV lineup, which includes returning favourites and the highly-anticipated series premiere of 90210, a spinoff of ’90s hit Beverly Hills 90210.
The campaign from Canwest’s flagship channel includes outdoor, transit and TV.
The creative shows half of a main character’s face on one side and the word “Big” on the other with another word describing that character below it. For instance, the ad for The Office uses half of Steve Carell’s face and the headline: “Big Buffoon.”
Global is currently airing 20- and 30-second 90210 promos supporting the Sept. 2 premiere. The 20-second spot features a girl sitting by the water when the 90210 theme starts. Some other spots use clips from the show.
Posters in the restrooms of resto bars in Vancouver, Calgary and Toronto are equipped with a sensor that plays the show’s theme when someone walks by.
A “big” 90210 structure will be placed in the Vaughan Mills and Toronto Eaton Centre malls the week before the show’s premiere. Encased in it are plasma TVs looping the promos. Shoppers with bluetooth capabilities will be able to download the free ringtone by pointing their cellphone at it. Later this week, the free ringtone will be available online at GlobalTV.com.
“This is our biggest time of year to get people excited,” said Jamie Schouela, vice-president of marketing strategy, Global. “Some of their favourite shows haven’t been on for months now. [The campaign is meant] to remind them of their favourite shows and to check out some of the biggest new shows as well.”
Global’s new lineup includes The Ex-List, Life on Mars, My Own Worst Enemy and 90210, along with returning shows such as The Guard, House, Brothers & Sisters and Survivor: Gabon.
The “Big” campaign launches Sept. 1 and will run for four weeks. Campaign creative was handled in-house.
