Cannes Lions

DR. PHIL TV SHOW

DRAFTFCB JOHANNESBURG, Johannesburg / SABC2 / 2008

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Brief:SABC2 wanted a fresh, daring ad to promote the Dr Phil show.Solution:A viral video that initially looks like a terrorist video from Osama Bin Laden, but the twist is that he has had a change of heart because of Dr Phil. It was sent to 75 000 TV license payers, we posted it on You Tube (apt for a video of this nature) and future plans are to put it on client’s website.Results:Audience ratings and numbers went up (37 500 viewers). About 230¬ people wrote and called in with favourable comments.

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