The Focus Agency here this week kicks off its first creative effort for the Prevue Channel since landing the cable TV ad account last year.
The campaign supports an overhauled look for the on-screen programming guide debuting Feb. 23. The effort includes three spots airing on Nickelodeon, Comedy Central and other cable stations nationally.
One 30-second execution opens with a detective entering a young couple's apartment--an apparent crime scene--to survey some unseen damage. The camera jerks over to reveal an old television set that blew up after trying to tune in the revamped channel. "What were you people thinking?" the detective asks the startled couple. "That TV can't handle this."
Two 15-second spots also feature people stunned by the new look. All of the ads end on the line, "See what the ruckus is about."
"This is really the first creative stuff we've done in our life after GTE and DDB," Focus executive creative director Tom Moudry said last week. "It's a good example of the kind of work we want to be doing."
Focus, an Omnicom agency, was previously dedicated to the GTE account, which moved to Ogilvy & Mather last year.
The Prevue Channel is part of Tulsa, Okla.-based Prevue Networks, which reaches about 58 million cable television households in the U.S. and internationally.
The channel has overhauled its graphic look, modernized a related Web site and will begin offering viewers more programming information. Prevue is also introducing news and weather updates, as well as adding previews of pay-per-view shows and information on specific programming categories.
The channel also hopes to attract sponsors interested in creating market-specific advertising aimed at its viewers.