Pub-chat gold, straight to the pub.
Targeting
ITV entertainment audience, pub-goers
Bad Boyfriends Season 2 needed a launch that matched Olivia Attwood’s own unfiltered, no-nonsense tone, not a conventional broadcaster trailer push.
Challenge
Matching the presenter’s voice
Entertainment launches often default to safe, broadcast-style trailers that fail to capture a presenter’s actual voice, or the way audiences talk about the show once it’s on.
Why it worked
Mirroring the show’s energy
Beer mats and washroom panels put the show in pubs UK-wide, tapping into an environment where people are already relaxed, chatty and primed to gossip or debate, exactly the spirit of the show itself. The format mirrored the show’s own energy: bold, hard to ignore, and dropped right into the environment where pub chat and gossip already happen naturally.
More work
