Flattery won’t get them anywhere

Imitation may be the highest form of flattery, but it don't impress tough-guy handymen much.

Imitation may be the highest form of flattery, but it don’t impress tough-guy handymen much.

This execution touting the April launch of HGTV’s new show Handyman Superstar Challenge pokes fun at the tendency among reality show contestants to do anything to suck up to judges. In this case, the judges are prominent Canadian contractors Mike Holmes and Jim Caruk. Both look unimpressed with the contestants’ attempts to win them over by dressing like them.

‘With Alliance Atlantis, we always try to have the idea come from the show,’ explains Joe Piccolo, group CD at Foote, Cone & Belding Toronto. ‘The number-one objective is to explain what the show is about.’

The ad is in line with Alliance Atlantis’ new strategy for its lifestyle channels to attract a bigger audience beyond the DIY set by highlighting more entertainment-driven programming. ‘They’re really trying to appeal to the occasional viewers by positioning the show as fun to watch,’ Piccolo says.

The outdoor campaign launches across Canada at the end of March.

client: Muriel Solomon, director of marketing and publicity, Food Network/HGTV/Fine Living; Stephen Ramsbotham, marketing associate, HGTV; Samantha Lamb, associate CD, HGTV/Fine Living, Alliance Atlantis

CD: Robin Heisey

group CDs: Joe Piccolo, Chris Taciuk

copywriter: Chris Joakim

ADs: Mike Cook, Joe Piccolo

account executive: Ayngelina Brogan

photographer: Michael Graf