Holland Advertising breaks a print campaign for Sundance Channel next month that mocks the best-read section of any daily newspaper--the TV listings column.
Three ads to run in The Wall Street Journal tout the cable TV independent film channel's art house movies in the form of spoof descriptions of the channel itself--complete with a pun for a title, star ratings and a succinct roundup of the "plot."
One ad, "Mutiny on the TV," reads: "Bored channel surfers revolt against the cookie-cutter movie networks by watching Sundance Channel Free Preview Weekend." In "Rumble in the Network Jungle," the copy reads: "Film channel contender combats lightweight programming with world TV premiere of the award-winning When We Were Kings." (The ad includes a shot of young Muhammad Ali.) All the "listings" are awarded four stars.
The month-long campaign "positions Sundance Channel as a savior from all that [TV] monotony," according to Ken Erke, Holland's associate creative director.