Fine Living to Debut New Work | Adweek Fine Living to Debut New Work | Adweek
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Fine Living to Debut New Work

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A peeved grim reaper is unable to capture his prey because they're out living life in Crispin Porter + Bo gusky's first TV effort for the Fine Living Channel.

In one of two dark-humored spots that break next week from CP+B in Venice, Calif., the reaper stands before a house, holding a card bearing the name Jeff Norcross. When no one an swers the doorbell, he peers in the windows and tries to get in by reaching through the doggie door. A neighbor, who is trimming his hedges, says Norcross is in Morocco. The frustrated reaper then chops off the top of the hedge with his scythe.

In the other spot, the reaper visits the office of Mark Simmons, but he isn't there. So he passes the time with activities such as stapling his hand and reading a magazine. At the end, a sign on the door reveals that Simmons is off camping. The work retains the tagline: "Live like you mean it."

The campaign aims to build awareness for the 7-month-old Scripps Networks brand while avoiding the "eye candy" used in most life style-brand ads, said Robyn Miller, svp of marketing for the Los Angeles-based client.

"Fine Living is about having ex traordinary experiences and living life more fully," noted CP+B cd Sally Hogshead.

Spending was undisclosed. The 30-second spots will run on Scripps Networks channels such as Fine Living and the Food Network.

Prior work included an outdoor ad that showed images of CP+B staffers with the copy, "God didn't go through the trouble of making us this unique just so we could go to the mall."