Grey Entertainment is inviting TV viewers to "take a trip to the American fringe" in its new campaign for the Bravo network's newest show.
Outdoor, print and TV ads support the documentary series, Louis Theroux's Weird Weekends, which debuts Oct. 1.
Acquired from the BBC, each hour-long show has Theroux interacting with demolition drivers,
pro wrestlers, porn stars and other unusual people.
"He's a serious journalist but his approach is to immerse himself in these worlds," said Rob Jacobson, senior creative director of Grey Entertainment, which won the account in August after a review. "He doesn't just interview pro wrestlers or porn stars, he becomes them."
Tagged, "Real. Weird," the campaign broke Sept. 26 on spot cable in New York and Los Angeles.
Additionally, print ads break today in daily newspapers in those cities and in TV Week guides in newspapers throughout ten markets.
DeWitt Media, New York, handles media duties for the client. --Kathleen Sampey