Five launches star-studded promo campaign

[khurramdar]

Five launches star-studded promo campaign
Tuesday, February 23 2010, 11:42 GMT

By Andrew Laughlin, Technology Reporter


Five has secured the participation of television stars from major Hollywood studios for a new marketing campaign to promote its US crime dramas.

Titled The Drama Continues, the segment shifts between actors from leading TV shows in "one continuous piece of action, capturing each star in his or her iconic environment".

Filmed last month in Hollywood, the campaign features separate spots from CSI's Lawrence Fishburne, Marg Helgenberger and Gary Sinise, along with Flash Forward's Joseph Fiennes, The Mentalist's Simon Baker and NCIS star Mark Harmon.

Directed by Richard Hart and Keith Gray from London creative agency Power Animal, the film was shot by American cinematographer John Barr (Frost/Nixon and Capote). The promo premiered yesterday on the main Five channel and will now run for an indefinite period.

According to Five, this represents the first time that Warner Bros., CBS Television Studios and Disney's ABC Studios have released their talent for a single promo.

"The participation of different actors from different shows made by different Hollywood studios in a single marketing spot is unprecedented," said Five's creative director Nol Davis.

"But the studios and the stars themselves recognise that Five is the home of US drama on British TV and like us they see the importance of celebrating that."