KVOS plays up down-market fare

Cheers regular Cliff Claven, drunken and collapsed on the ground in the midst of his mail delivery route - that's just one of the behind-the-scenes shenanigans that Palmer Jarvis DDB, Vancouver imagines in a new campaign for TV station KVOS. The campaign, which launched in early September and includes transit and print ads, is the first full-fledged effort for the station in a couple of years.

Cheers regular Cliff Claven, drunken and collapsed on the ground in the midst of his mail delivery route – that’s just one of the behind-the-scenes shenanigans that Palmer Jarvis DDB, Vancouver imagines in a new campaign for TV station KVOS. The campaign, which launched in early September and includes transit and print ads, is the first full-fledged effort for the station in a couple of years.

KVOS targets 18-34s, and is known for its irreverent programming, as well as for its edgy campaigns – its last one poked fun at the acting abilities of the stars on Baywatch, says KVOS general manager David Reid.

The Jerry Springer Show and Will & Grace are typical fare on the Bellingham, Wash. station, while news and documentary programming are not. Alan Russell, CD on the campaign, says they wanted to expand beyond the typical programming advertisement featuring scenes from the show or displaying smiling characters. ‘We’re not taking things too seriously,’ says Russell. ‘It’s very much a fun, entertaining medium and we’ve always felt the advertising should reflect that.’

Further, KVOS’s programs tend to instill avid viewers, so the campaign particularly targets those who will pick up on the back stories behind the ads. ‘It comes back to the shows having a cult following – there are people who won’t go a day without [watching] them,’ says art director Cosmo Campbell. ‘There’s a presumption that most of the ardent viewers know a lot about the show.’

The ads all incorporate what looks like a ripped page from the TV guide that reads ‘KVOS 23′ at the bottom. This was important to convey, says Reid, since the station recently went through a channel position change – from number 12 to 23.

Credits

Client: KVOS Cable 23

Agency: Palmer Jarvis DDB, Vancouver

Creative Director: Alan Russell

Copywriter: Alan Russell

Art Director: Cosmo Campbell

Photographer: Robert Kenney

Account Director: Christina Tan

Project Manager: Brynn Wanstall