Alpen Sponsors Living
Do women prefer to look at good-looking doctors – or pictures of Alpen bars? We decided that the medical men won out, and our light-hearted sponsorship campaign on the Living channel produced big results for Alpen.
The year-long sponsorship required a single creative approach to fit across Living’s three priority programmes – Grey’s Anatomy, Cougar Town and Private Practice. We came up with a dry ‘in the know’ theme that deconstructed sponsorship and affirmed the viewer’s reasons for watching the shows. The female voice was vital – the wry humour, and a TV savvy V.O. gave the spots a playful and irreverent feel.
The credits were very well received and the campaign was quickly widened to include Channel Five’s season of Grey’s Anatomy as well as the Living strands.