BBC CREATIVE, London / BBC / 2017
Robot Wars returned for a second series and we were tasked with building on last year's campaign 'No Machine Is Safe'.
The audience have a real thirst for carnage so we wanted to satisfy them, while maintaining the wit and humour.
This year we upped the ante of no machine is safe and destroyed a car, for real, with the house robots. To give us that wit while the carnage was taking place we cheered on a little Elvis who was blissfully bobbing away, letting the audience revel in the wanton destruction.
Our audience was 13-24 year olds who are totally new to the show, and 35-54 viewers who will likely remember the original series. Our campaign had to speak to both the older viewer, using Elvis for example, but also excite younger viewers.
This spot went out on BBC TV and online, with a special junction takeover before