The creative idea was directly related to the storyline, ‘what lies beneath the veneer of a white picket fence in suburbia’; or, 'the other side of suburbia'.Courting controversy, the creative executions included a series of contentious content designed to stimulate discussion and debate. The primary creative included:Setting up an actual home for sale in a key community suburb, which was copied directly out of the plot line of the TV programme. It parodied a real home for sale and featured a hydroponics rooms with fake marijuana plants and hash cookies.Additional half page and full page press ads were used to promote the sale of the home; ads in TV listings sections directed viewers to specific viewing times and billboard creative featured TV programme awareness executions.

Our open home sparked outrage on blogs, in local press, and daily newspapers.Launch night audience share was up 617% week on week. Across the Weeds series, the overall peak time audience share increased by 20% & also achieved its highest weekly audience share for 2007.