Andrew Denton’s new series :30 Seconds focuses on the ad industry – launches September 7th
ThreeDrunk Monkeys, Sydney is promoting the premiere of itsadvertising-inspired comedy-drama, :30 Seconds, with a multi-layeredcampaign, breaking on 22 August.
:30 Seconds, the highlyanticipated six-part series created and written by Three Drunk Monkeysexecutive creative directors Justin Drape and Scott Nowell and ProdigyFilms director Tim Bullock, will premiere on The Comedy Channel onMonday 7 September at 8.30pm. The series, whichhas the odd mention ofCB and the CB Hot+Cold Chart was produced by Andrew Denton’s productioncompany, Zapruder’s Other Films, exclusively for Foxtel.
Thecampaign consists of online, print and outdoor executions, as well as90-second, 60-second and 30-second TV spots, which will air online andon Foxtel. The spots are “vox pop” style clips starring some of theshow’s cast in character, showing viewers what to expect from :30Seconds.
An 18-minute Behind the Scenes video, featuringinterviews with the cast, writers, director and executive directorAndrew Denton, will air on Foxtel and online.
Taking their cue from the scenarios portrayed in the series, the printand outdoor executions feature humorous but realistic lines such as”Launching an ad campaign is like playing darts blindfolded. And eachdart costs around 500 grand” (spoken by the client) and “Yes, we used a14-year-old girl in a cosmetics ad. But she can use the money foreducation” (the copywriter).
Executive director Andrew Denton said: “A series of ads about anadvertising agency created by the advertising agency that created theadvertising agency the ads are about? This time, the Three DrunkMonkeys have gone too far…”
TVCs: Written & directed by Justin Drape, Scott Nowell
PRODUCTION: Theirry Bled, Graeme Robertson, Thea Carone, Ben Gregg and Trent Beattie (Milko)
BEHIND THE SCENES PRODUCTION
Theirry Bled, Graeme Robertson, Matt Heck, Thea Carone, Ben Gregg andTrent Beattie (Milko); Daniam de Boos-Smith (Sound Planet Sydney);Simon Kane (SongZu); James Hackett (Hackett Films)
PRINT & OUTDOOR
CREATIVE: Justin Drape, Scott Nowell, Noah Regan, Matt Heck, Damian Fitzgerald, Stephen Justice, Michael Hughes
PHOTOGRAPHY: Mark Rogers
PRODUCTION: Tom Harrison
CONTENT MANAGEMENT: Mark Green, Leigh Morrison, Daniel Deutsch
CLIENTS: THE COMEDY CHANNEL – Anthony Warrington, Alex Ristevski, Sarah Minogue