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Adding local colour
e.tv’s Creative Services Department has come up with a tongue-in-cheek concept for promoting the final series of The Sopranos, which returns to the free-to-air channel on 9 April 2007. Starting earlier this week, the on-air promos have introduced a colourful local character,with whom most locals should be able to relate to on some level, to the show.
  Click here to view the ad (1MB) |
Smiley, a stereotypical South African tsotsi character, has regular meetings with the Mafioso Italian-American Tony Soprano, and it is the contrasts and often misunderstandings between these two characters that spark the humour. There are three completely different promos and a new one will flight each week on e.tv, as a build-up to the launch of the last series.
Says Kirsty Blackford, e.tv’s Head of Creative Services. “As this is the long-awaited final season, we will probably get our loyal viewers back, so I wanted the team to come up with something different that would appeal to a wider audience.
“My brief to them was to create a promotional campaign that our target market could relate to.”
The concept was brainstormed by e.tv copywriter Anusha Salie and senior producer Donfrey Meyer. Salie made sure that Smiley portrayed the appropriate emotions and Meyer ensured the shots were technically executed properly for post production.
