Puppet comedy gets maximum push

Puppets are people too - or at the very least, they have their own personalities. That's what The Comedy Network wants to convey in a new in-house produced campaign for their show about pathological Puppets Who Kill.

Puppets are people too – or at the very least, they have their own personalities. That’s what The Comedy Network wants to convey in a new in-house produced campaign for their show about pathological Puppets Who Kill.

The multi-platform effort includes print ads, posters in major Canadian cities and radio and TV spots that highlight the personalities of the four main puppets on the 13-episode half-hour show, which launches Oct. 11 on Comedy.

‘[The show is] for the younger, demented audience,’ says Jon Arklay, director, creative services, for CTV, citing the show’s target as males 18-35.

Arklay explains that the campaign, one of the largest they’ve ever done for a Canadian comedy, aims to raise awareness about the series by focusing on each individual puppet’s homicidal tendencies. ‘Even before seeing the show, people will start to recognize the characters,’ he says.

The campaign also includes trading cards, which, like the posters and print ads, include images of the puppets in front of a white police lineup height chart. On the back of the cards are mini-profiles of the puppets Rocko, Buttons, Cuddles and Bill. The ventriloquist dummy Bill, for example, likes ‘thinking up witty rejoinders to desperate pleas for mercy,’ and his goal is ‘to locate the carotid artery blindfolded.’

As an added bonus, when the four trading cards are lined up a certain way, they spell out ‘We like to kill.’ The cards were distributed at events such as July’s Just for Laughs comedy festival in Montreal and at the Toronto International Film Festival earlier this month.

Radio spots will begin airing on Sept. 30 on Toronto radio stations.

The TV spots, which feature each puppet being interrogated by detectives, have begun airing on The Comedy Network and will also air in late September on CTV during the offbeat show The Osbournes and during WWE Raw on TSN. The aforementioned shows ‘deliver similar demos to the target audience,’ says Scott Henderson, who came up with the campaign concept and is manager of communications for CTV.

Credits

Graphic Designer: Craig Connaghan

Art Director, CTV: Joyce Woollcott

Director, Creative Services, CTV: Jon Arklay

Promotion Producer, The Comedy Network: Tom Marchese

Associate CD, The Comedy Network: Alanna Barkley Smith

Director, Advertising & Promotion, CTV: Lilla Stuart

Manager, Advertising, CTV & Specialty Channels:

Kevin Watson

Manager of Communications, The Comedy Network:

Scott Henderson